Consumer Behavior and Its Impact on the Sustainability of Plastic Packaging

Consumers' growing demand for sustainability is pushing the plastic packaging industry to adopt eco-friendly alternatives to reduce environmental harm and waste.

• By Ellie Gabel
• Sep 27, 2024

Plastics have long harmed people and the planet. In a positive turn of events, changing consumer behaviors has underscored the need for greater sustainability of containers and wrapping materials. Could sustainable plastic be the future of product packaging?

Plastic Packaging: An Environmental Catastrophe

Plastic containers and packaging are everywhere, from water bottles and milk jugs to film products, coatings, cartons, caps, lids and trays.

According to the U.S. Environmental Protection Agency, the nation produced 14.5 million metric tons of plastic packaging in 2018, accounting for 5 percent of municipal solid waste. Yet, only about 2 million metric tons — or 13.6 percent — were recycled correctly. The rest ended up in landfills or seeped into the environment.

Widespread plastic pollution is a grave environmental concern. The extraction and transport of plastic resources create 1.5 to 12.5 million metric tons of emissions, while its refinement produces 184 million to 213 million metric tons annually. Plastics also contribute to increasing methane gas generated by landfills.

Plastics have toxic effects on ecosystems and wildlife. It could take up to 1,000 years for single-use plastics to biodegrade. In the meantime, they traverse the ocean, where marine animals ingest or become entangled in them.

Additionally, microplastics — broken apart from larger resins — cause hormonal disruptions, reproductive problems and poor immune function in animals and people. One study suggests 99 percent of all sea birds will have plastic in their digestive tracts by 2050.

The Increasing Consumer Demand for Sustainable Packaging

Consumers have demonstrated an unwavering awareness and demand for sustainability in packaging and goods. According to a McKinsey report, 55 percent of consumers worry about product packaging's environmental impact, citing marine pollution, natural resource depletion and deforestation as critical factors.

Their concerns have led them to pressure companies to transition to sustainable alternatives and practices. In a study between Bentley University and Gallup, 71 percent of younger consumers believe businesses cause environmental harm, while 89 percent say companies have the power to make a positive impact.

This steadfast belief has inspired many Americans to alter their buying behaviors. A survey commissioned by the Baker Retailing Center at the Wharton School of the University of Pennsylvania found sustainability influences the buying behaviors of 72 percent of consumers and 68 percent are willing to pay more for green products, which often include packaging.

Future Sustainability Trends in Plastic Packaging

Although some believe metal's recyclability makes it a viable alternative to plastic packaging, its manufacturing and incineration emit ample greenhouse gasses while requiring excess wrapping materials during transportation. Fortunately, industry experts are searching for other options.

The Ellen McArthur Foundation (EMF) says a circular economy is best for mitigating plastic waste in the future. First, the world must consciously reduce its reliance on single-use plastic packaging, taking advantage of various reuse models.

Secondly, EMF says the production of recyclable, compostable and reusable packaging is necessary — only made possible by business innovations, new packaging materials and designs, and cutting-edge reprocessing technologies. Lastly, governments must implement proper infrastructure and regulations for effective recycling collection, while businesses must encourage recycling habits.

A March 2024 report by the Sustainable Packaging Coalition highlights five trends underway, including a shift to paper packaging, the integration of ocean-based feedstocks — such as seaweed, chitin and algae — in bio-based materials, and the use of artificial intelligence and machine learning at recycling facilities. More transparent labeling will also help consumers determine what packaging is recyclable.

What About Food Packaging?

In the packing industry, food packaging accounts for 50 percent of fossil fuel-derived plastics. So finding food-safe alternatives with highly effective barriers is essential. Traditionally, food packaging comprises 6,500 chemicals, which could leach into food during processing. Naturally, this puts consumers on high alert over the health and safety of the groceries they buy.

Researchers are investigating biopolymers for food packaging, which use living organisms or biomass materials. Although biopolymers mimic traditional polymers — such as during processing through solution casting, melt-mixing and thermo-pressing — they degrade more efficiently and cause little environmental waste.

Unlike petrochemical plastics, bio-based alternatives use much safer biodegradable additives for packaging, food coating and edible films.

Sustainable Plastic Packaging Is the Future

Sustainable plastic packaging is no longer a want but a necessity for the planet's future and public health. Therefore, businesses must lean into ecologically friendly alternatives to keep up with consumer demand and buying behaviors. With the current trends in biodegradable materials on an upward trajectory, there is hope for a renewed plastic packaging industry in the future.