Consumers Confused by Green Packaging

WRAP executive director Phillip Ward says better labelling is required by the industry to help educate consumers on the full environmental benefits of new packaging.

13/09/07 Despite the recent emphasis on going 'green', consumers are still confused over what certain packaging terms, such as biodegradable and biopolymer mean and do not understand the best ways of recycling packaging, according to recent research.

The Waste & Resources Action Programme (WRAP) in the UK found consumers had little idea on how packaging would break down upon disposal, or if current infrastructure was available for its recycling.

Having spoken with more than 400 respondents, WRAP says it has now published a 'statement' on biopolymers to help brands and retailers better understand and label 'green' packaging.

WRAP executive director Phillip Ward says better labelling is required by the industry to help educate consumers on the full environmental benefits of new packaging.

"There is a lot of confusion about compostable packaging and biopolymers, both amongst consumers and in the industry," Ward says.

"Some of these new materials do have great potential but it is vital that they are introduced carefully, with the correct infrastructure in place, so that they can be dealt with properly once they have been used."