Consumers don't notice on-pack sustainable messaging

Consumers say that sustainability influences their purchases but most don't notice sustainability branding on packaging, according to a new study. The research examined whether or not shoppers' behaviors are influenced by a visual sustainability rating system placed on the front of packaging.
92% of the study participants did not notice sustainability logos on the packages despite 53% of participants saying that a simple rating system would impact their purchase and over 40% claiming sustainability influences their buying decisions. Participants "shopped" in a typical grocery store experience using mobile eye-tracking (News Item Package InSight, 24 April 2018).
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