Study: Shoppers Encounter Sustainability Claims Everywhere, but Few Understand What They Mean

The newly released ALPLA 2026 Packaging Claims Reality Check Report sheds light on a growing market phenomenon: while the vast majority of U.S. shoppers regularly encounter sustainability claims on packaging, a significant portion does not understand what these messages actually mean. The research data reveals that green messaging heavily influences the purchasing decisions of younger generations, yet they are also the most likely to be confused by unclear communication—and often abandon purchases as a result.

Sustainability Claims Are Everywhere

In April 2026, ALPLA utilized the third-party survey platform Pollfish to conduct an online study involving 1,000 U.S. adults aged 21 and older. To understand behavioral shifts, the research methodology broke down respondents by generation: Gen Z (ages 21-29), Millennials (ages 30-45), Gen X (ages 46-61), and Boomers (ages 62+).

The findings emphasize how rapidly sustainability language has become standard packaging copy. Over the past six months, 89 percent of U.S. adults reported seeing an eco-friendly or sustainability message on packaging. The repetition is high: 66 percent saw these claims more than three times, 18 percent saw them two to three times, and 5 percent saw them once. Only 11 percent reported not seeing them at all. While 49 percent of consumers believe they understand these labels better than the average shopper, the detailed data tells a different story.

Uncertainty and Misinterpreted Concepts

Despite the high frequency of exposure, deciphering these claims remains a major hurdle. More than half of the respondents (53%) admit they feel unsure about what a sustainability claim means at least sometimes. For a quarter of shoppers, this confusion is a regular occurrence right in the grocery aisle: 15 percent say it happens often, and 10 percent say very often.

The interpretation of the word “recyclable” is particularly revealing. Under U.S. Federal Trade Commission (FTC) guidance, an unqualified “recyclable” claim is generally tied to local acceptance. However, 64 percent of shoppers attach a meaning to the term that goes far beyond that definition. Only 36 percent correctly interpret it as meaning their local recycling program accepts the package. Meanwhile, 35 percent believe it means the item can be recycled somewhere (but not necessarily locally), 15 percent treat the label as an absolute guarantee that the package will definitely be recycled, and 11 percent read it simply as a general “better for the environment” signal.

Similar misunderstandings surround the phrase “made with recycled content.” While 54 percent correctly assume the package is made partly from recycled materials, 28 percent incorrectly believe it is made entirely from recycled materials. Another 9 percent think it means the package can be recycled again, and 6 percent view it as a broader environmental benefit.

Generational Divide: Gen Z is the Most Impacted

The influence of sustainability claims on purchasing decisions is strongest among younger shoppers. When comparing otherwise similar products, 41 percent of all shoppers say eco-friendly messages make them more likely to choose a product. However, among Gen Z, this figure jumps to 58 percent, compared with 49 percent of Millennials, 38 percent of Gen X, and 35 percent of Boomers.

Paradoxically, the generation most driven by these labels is also the most skeptical and uncertain. A majority (51%) of Gen Z respondents say they feel unsure what the messaging means often or very often, compared to just 16 percent of Boomers. Crucially for brands, 64 percent of Gen Z shoppers have skipped buying a product because a sustainability claim felt unclear or hard to believe. Overall, 33 percent of all shoppers have walked away from a purchase for this reason.

Furthermore, claim stacking (using multiple sustainability claims on plastic packaging) prompts varied reactions: it makes 40 percent of Gen Z trust the product more, but it also causes 33 percent of them to take a closer look to verify if the claims actually add up.

Suspicion of Greenwashing and Consumer Expectations

A large portion of the market views these labels with skepticism. According to the report, 44 percent of consumers agree that most sustainability claims are more about marketing than helping consumers make better choices (14% strongly agree, 30% somewhat agree). This sentiment is especially prevalent among Gen Z, where 62 percent view claims as a marketing tactic, compared to just 38 percent of Boomers.

When shoppers feel misled or suspicious of a packaging claim, there are direct commercial consequences. Following such an experience, 22 percent looked for more information, 17 percent avoided buying the product again, 16 percent trusted the brand less, and 13 percent shared their concerns with friends or family. Packaging material also serves as a credibility cue: 40 percent of shoppers place the most trust in claims printed on cardboard, whereas hard plastic (6%) and soft plastic (8%) draw far less default trust, highlighting a need for deeper consumer education regarding lifecycle analysis.

To rebuild trust, consumers are asking for simplicity. Nearly half (48%) want brands to explain what claims mean in simple terms. Additionally, 44 percent want clearer, plain-language wording, and another 44 percent ask for specific post-use disposal instructions. When a sustainability claim is clear and easy to understand, it improves brand perception for 59 percent of shoppers.

Stricter Regulations: California and Federal Actions

The widespread confusion documented by ALPLA highlights a structural clarity problem in the market, prompting regulatory interventions. In California, the Truth in Labeling law (SB 343) is set to take effect in October 2026. Built around the Association of Plastic Recyclers (APR) Design Guide, this legislation will prohibit packaging from using the word “recyclable” or the chasing arrows symbol unless the product strictly meets specific design criteria.

Simultaneously, federal efforts like the proposed PACK Act aim to establish a national standard for environmental packaging claims to preempt a patchwork of state laws. Regardless of whether state or federal regulations take precedence, the industry trend is clear: sustainability claims are moving toward stricter definitions, leaving less room for shoppers to fill in the blanks themselves.

Reference Links:

• Primary Source: U.S. Shoppers See Sustainability Claims Everywhere in 2026. Many Don’t Know What They Mean. (plasticreimagined.org)

• Government/Official Sources (Legislation & FTC Guidelines):

  • California Legislative Information: SB 343 Truth in Labeling

  • Federal Trade Commission (FTC) Green Guides