Beverage packaging: 94% of Americans concerned with environmental effects of beverage choices, says study

-- Packaging Digest, 8/9/2010 1:02:52 PM

A recent BeveragePulse.com study by Concept Catalysts and iModerate Research Technologies found that 94% of Americans are concerned about the long-term effects that their packaged beverage purchases and consumption have on the environment.

The free study also shows that recycling was cited frequently (45%) as the most important environmental concern for packaged beverages. Health concerns and economic issues also contribute to recent category declines in packaged beverage purchases.

This BeveragePulse.com report "Environmental Concerns: The impact on beverage and package decisions" contains these and many other findings such as:

-- Environmental concerns are driving down the consumption of bottled
      Water

-- Although 56% of consumers cite recycling as a critical issue, many are
      not recycling at work or away from home

-- Concern for environmental issues among consumers has heightened as a
      result of the Gulf oil spill

-- Half of the respondents are confused about the meaning of
      sustainability, some citing it as a negative environmental attribute

The research utilized a mixed methods approach, combining quantitative and qualitative methods to explore what drives consumers' packaged beverage purchasers. The study sampled over 500 respondents giving a margin of error of +/-4.29 at the 95% confidence level.

Bob Falkenberg, founder of BeveragePulse.com and president of Concept Catalyst says, "Our research shows that consumers think about the environment when they are making beverage purchases; specifically, the findings indicate that consumers relate positively to packages that are easy to recycle. Beverage companies should start a full court press on recycling."

SOURCE: BeveragePulse.com

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It's good to have research on issues like this, but I hope that beverage companies will recognize the obvious without having to rely on research.

Paul Sager - 2010-10-8 16:58:54 EDT

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