The environmental impact of packaging is no longer just a secondary consideration but has emerged as a primary driver of purchasing decisions in Europe, according to new research by Perspectus Global, as reported by Packaging Scotland. Commissioned by recycled cartonboard producers, the comprehensive survey reveals that two-thirds of European consumers actively consider the ecological footprint of packaging at the checkout. The data, published in the spring of 2026, presents a significant challenge for brands and retailers, highlighting that the use of traditional “virgin” fiber packaging can now lead to serious market share losses, particularly among younger generations.
Attention on the Shelves: Green Packaging Beats Design
The research, which surveyed 6,149 consumers across six major European markets—the UK, France, Germany, Italy, Poland, and Spain—highlights that consumer attention to packaging is “strikingly” high.
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91 percent of respondents stated that they notice packaging, while 43 percent pay regular, close attention to it.
In terms of specific product choices and brand loyalty, the data shows a clear shift:
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In the past year, 45 percent of consumers have chosen a brand specifically because of its packaging.
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This figure jumps drastically to 59 percent among 18–29-year-olds.
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Function and sustainability clearly override aesthetics: easy disposal and recycling (56 percent) and sustainability (52 percent) are top priorities for more than half of European consumers. In contrast, the mere visual design and appearance of packaging score just 18 percent.
The Risk of Switching and the Power of Recycled Cartonboard
Sustainability matters to 75 percent of European consumers, and this rate reaches 77 percent among those under 44. One of the most telling results of the research is that when people think of sustainability, more than half (55 percent) think first of packaging and recycling.
An inadequate ecological footprint now results in measurable business losses. Over half, 53 percent, of 18–29-year-olds admitted they have switched away from a brand solely due to packaging concerns.
The report, which also underpins RDM Group’s latest campaign, focuses on recycled cartonboard as the optimal alternative:
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When offered the same packaging, 69 percent of consumers choose recycled cartonboard over virgin fiber.
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Four out of five (80 percent) consumers believe that visible signs of recycled cartonboard use would help brands demonstrate their environmental credentials and be perceived as more responsible.
Educational Gaps in the European Market
Although awareness is clearly growing, there is still room for more education. Just over half of the respondents (54 percent) accurately understood the difference between recycled and virgin cartonboard. There are significant regional differences in this regard: while this awareness rate is high in Italy at 66 percent, it falls to just 43 percent in the UK.
An Industry Call for a Paradigm Shift
In light of the findings, RDM Group is calling on brands to choose recycled cartonboard wherever substitution is technically possible.
“For too long, the default choice in packaging has been to start from scratch, to use virgin fibre even in applications where it simply isn’t necessary,” stated Krzysztof Krajewski, chief sustainability and innovation officer at RDM Group, regarding the research. “Today, that assumption no longer holds weight. Advances in recycled cartonboard mean we can now deliver the same performance across a much wider range of applications than ever before.”
The ultimate conclusion of the research is clear: in the European market, sustainable packaging is no longer just a green PR tool, but an indispensable pillar of customer retention and brand building.
References and Sources:
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Recycled Cartonboard in European Markets – Perspectus Global
