British consumers are more eco-conscious when shopping online

Smurfit Kappa launched a European campaign to highlight the need for sustainable packaging in the online fashion market.

cardboard boxes with tape on top of them

Global packaging company Smurfit Kappa has launched a European campaign that calls on brands to meet consumers’ sustainability demands.

In response to the growth of e-commerce and the increased value placed on sustainability in online shopping, Smurfit Kappa launched the campaign to highlight its range of sustainable packaging designed for the fashion and e-retail market.

A survey, conducted by the company and research consultancy Vitreous World, showed that British consumers want more sustainable packaging from online retailers.

Conducted in the UK, Germany, Ireland and the Netherlands, the survey found that almost half (45%) of British shoppers have become more eco-conscious when shopping for fashion online since the start of the COVID-19 pandemic.

2,000 respondents took part in the survey, 500 from each of the four countries. 44% said they buy clothes online at least once a month. 61% said the use of sustainable materials contributed to a positive impression of their online purchase once they received the package.

More than a third (37%) of British consumers surveyed said they would not shop at an online fashion retailer if they found out the packaging was not eco-friendly. 20% also said they have re-purchased from an online fashion brand because of their sustainable practices.

Ruth Cosgrove, group director of marketing and communications at Smurfit Kappa, said the research shows that British consumers are focusing more on sustainability while shopping, and online brands will have to take this into consideration.

She added: “With three in 10 consumers researching brands’ commitments to sustainability, it is crucial for businesses to commit to sustainable practices to retain customer loyalty and drive growth.”

Ireland (45%) and the UK (45%) were found to be the most likely to change their online purchase behaviours to be more eco-friendly during the pandemic, compared to those in Germany (35%) or the Netherlands (37%).

Limiting factors for consumers trying to be more eco-conscious included a lack of accessible information, lack of eco-friendly options and expense.

The survey was conducted from September 3 to September 7, 2020.

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