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New survey confirms packaging influences buying decisions

Image © Macfarlane Packaging

New research has highlighted that the sustainability of ecommerce packaging remains the key priority for consumers, with 55% demanding that retailers use recycled packaging materials and ensure that their packaging can itself be reused or recycled.

Furthermore, 20% of consumers indicated that they would boycott retailers whose packaging was not sustainable.

Macfarlane Packaging’s eighth annual Unboxing Survey of UK consumers asked participants to share their experiences of unpacking their online shopping deliveries. The survey was completed by over 1,000 consumers over the summer who reviewed their own deliveries from a wide range of sectors, including fashion, electronics, food & drink, home & garden and health & beauty.

The Unboxing Survey also revealed that online retailers have made improvements to the sustainability of their packaging. It found retailers have further reduced excessive packaging by 66% compared to when the research by Macfarlane Packaging began eight years ago.

Additionally, the report stressed the importance of branding on packaging, it has increased significantly since the unboxing survey was first conducted – from 39% in 2016 to 57% in 2023.

“We know that packaging plays a major role in consumers’ online shopping experience. It is the first tangible touchpoint for consumers and is clearly a decision maker for many consumers when choosing a brand,” explained Laurel Granville, marketing director of Macfarlane Packaging.

“The results of our 2023 survey highlight important areas for online retailers to focus on, with sustainability the key priority for consumers. It is clear that retailers need to continually adapt and innovate their packaging to meet customers’ expectations in a sustainable way.”

Read more about the importance of sustainable and well-fitting packaging in the DeliveryX Packaging 2023 report. Pre-register to discover:

  • How the UK Top500 retailers are changing their packaging for the good of the planet
  • What UK consumers think about oversized packaging, and the waste it generates
  • Research illustrated by easy-to-read graphs, figures and charts.

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