Shoppers do not notice sustainability rating logos on packaging, according to a report by QuadPackaging and Package Insight. In the study, 60 participants had their eye movements tracked while “shopping” in a retail laboratory. The products they were presented with were fictional brands with logos claiming different levels of sustainability. The logos did not represent a real sustainability standard. While 40% of the participants said that sustainability affects their purchasing decisions, the eye-tracking technology showed that 92% of the participants did not notice the sustainability logos.
Image: USDA, Man shopping in supermarket, Flickr, Creative Commons Attribution 2.0 Generic