How Unnecessary Paper Packaging Creates the Illusion of Sustainability

As global consumers grow increasingly conscious of the environmental toll of plastic packaging, many brands have taken steps to reduce their use of plastic. But at the same time, some brands have adopted a much less productive approach to the anti-plastic movement: They’ve begun adding superfluous paper packaging on top of plastic packaging in order to make their products look more environmentally friendly without actually reducing plastic waste. The authors’ research demonstrates that this sort of overpackaging can indeed be effective in boosting consumers’ perceptions of sustainability, despite the fact that it is demonstrably worse for the environment (not to mention more expensive for manufacturers). However, they also found that simply adding a “minimal packaging” label to plastic packages can reduce the misperception that overpackaged products are more sustainable, enabling brands to attract environmentally-conscious consumers without creating unnecessary paper waste.

How unnecessary paper creates the illusion of sustainability

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