The environmental threat posed by plastic packaging is well known. However, paper is often seen as the sustainable, environmentally friendly alternative — despite the reality.
Unfortunately, there’s a very good reason companies are adopting this clearly problematic approach: It works. Through awith more than 4,000 participants from across the U.S., the UK, and the Netherlands, we found that consumers will perceive a product’s packaging as more environmentally friendly if it’s plastic with an additional layer of paper than if the product is visibly packaged in identical plastic packaging but without the paper.
Interestingly, we further found that these perceptions of sustainability weren’t just determined by whether the product had paper packaging or not, but by the relative proportions of plastic versus paper packaging. In one study, we had consumers imagine buying cherry tomatoes that were wrapped in paper and plastic.
Part of what makes this overpackaging trend particularly insidious is that it is most salient for consumers who are most environmentally conscious. Interest in sustainability varies across
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