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The Los Angeles Times reports on a new study from Perception Research Services reporting that “36% of shoppers in 2011 were likely to choose environmentally friendly packaging, a 29% increase over 2010. Half of the shoppers polled said they were willing to pay more for such packaging. One-third of the shoppers said they bought more of a product if its package was labeled ‘recyclable’ or ‘made from recycled material,’ and a quarter of the shoppers said they have switched brands for more eco-friendly packaging.”

However, the story goes on to say that some 20 percent of shoppers found environmental packaging claims to be confusing or insufficient.
KC's View:
Sure, people say they would pay more for environmentally friendly packaging.

Isn’t it pretty to think so.

I think that most people want or prefer environmental packaging, and would like information about it to be transparent and easily understood. But pay more for it? Not so sure.