Consumers are motivated to purchase products that focus on sustainability, but issues such as high costs and concerns over product quality prove to be sticking points with shoppers, according to a new survey from packaging supplier ALPLA.
Among the key findings in ALPLA’s 2024 Reusability Survey, 69% of Americans said they are willing to purchase reusable products, but 66% of not done so because of high costs. Additionally, 68% of consumers would increase their use of reusable goods if cost were not a factor, with 36% indicating significant increases, suggesting that affordability could greatly enhance sustainable practices.
“We’re seeing a significant gap between consumers’ willingness to use more eco-friendly products and their actual purchasing behavior,” said Billy Rice, sustainability manager at ALPLA. “This presents a strong market opportunity for manufacturers to innovate and deliver safe, affordable solutions for sustainable living worldwide.”
The survey also found that cost and durability are the primary barriers to purchasing reusable products, with 28% of respondents citing cost and 21% citing durability; maintenance and availability follow closely behind.
Additionally, store incentives are two-and-a-half times more effective than state mandates in encouraging the use of reusable shopping bags, showing a preference for positive reinforcement over regulatory measures.
“What we are seeing is that Americans are increasingly embracing small things that can make a big difference when it comes to being better stewards of our environment,” said Rice. “Most of us are prioritizing sustainable packaging. We are comfortable using reusable goods, even prioritizing them in some cases. That means the hard work in impacting attitudes is paying off. What’s left is providing reusable goods at an affordable price while also ensuring high quality.”