Half of the Spaniards claim that a sustainable packaging is a determining factor to acquire fashion items through the Internet.In addition, 39% claim to have made the decision to be more sustainable when making their online fashion purchases.

These are some of the conclusions expressed in the new Smurfit Kappa survey and the consulting firm True Global Intelligence to a total of 1.003 Spanish consumers.This study aims to discover attitudes and behaviors related to the use of sustainable packaging in electronic commerce in the field of fashion.It also collects your expectations when buying clothes, footwear and accessories.

Consumers mark the trend

Sustainability is already a demand for brands regarding their products and processes.51% of respondents declare that the use of sustainable packaging materials is fundamental in their purchasing decision.In addition, 48% say that the use of recycled packaging is the largest indicator of the sustainability of a brand.

39% of Spaniards have decided to be more sustainable when buying online fashion, 71% of respondents consider it important to return the items using the same packaging in which they came, while 36% indicate that data or symbolsthat appear in the packaging are one of the main sources of information that they have on the responsibility with the environment of a firm.

"It is essential that brands adapt to the growing environmental demands of buyers," explains José Antonio Llopis, Ecommerce Manager of Smurfit Kappa Spain, Portugal and Morocco.«Consumers want brands and stores that act responsibly.Otherwise, they risk losing consumers or damaging their reputation ».

Three key factors

The study highlights three main factors that influence the perception of sustainable packaging by consumers: that is recyclable (49%), that is biodegradable (42%), which is manufactured with recycled materials (40%).

«The materials used by a brand or store for the packaging of its products are increasingly important.It is necessary that brands use more sustainable packaging solutions if they have not yet done, ”says Llopis.