Survey reveals barriers to adoption of reusable products

Austria-based packaging company Alpla conducted a survey of 600 Americans to gain insight into reusability practices and the barriers keeping them from incorporating reusable goods into their everyday lives, revealing that nearly 70 percent of respondents are willing to purchase reusable products, but virtually the same number says high prices have kept them from doing so.

Alpla says this research builds on its previous survey results that highlight a “strong generational shift” in favor of sustainable packaging, showing that while the intent to adopt sustainable practices remains high, practical barriers such as affordability and perceived quality must be addressed.

Key highlights from the most recent survey include: 

• 69 percent of Americans are willing to buy reusable products;66 percent choose not to buy reusable products due to high prices;
• 68 percent say personal use of reusable goods would increase if cost was not a factor and 36 percent say it would significantly increase;
• cost and durability of reusable products is the main purchasing barrier; and
• nearly two-and-a-half times more people say store incentives are more effective than state mandates when it comes to encouraging use of reusable shopping bags.

The survey also found that more than half the respondents already are using reusable products on a regular basis and most are willing to shop with retainers that prioritize reusable packaging. 

Cost has kept people from buying reusable items, Alpla says, implying that buying reusable cups isn’t environmentally motivated. On the list of complaints about reusable goods, durability was second only to cost, and according to Alpla, respondents say cost is the biggest barrier, but it’s about whether they feel like those dollars are well spent.

“What we are seeing through our two most recent surveys is that Americans are increasingly embracing small things that can make a big difference when it comes to being better stewards for our environment,” Alpla Sustainability Manager Billy Rice says. “Most of us are prioritizing sustainable packaging. We are comfortable using reusable goods, even prioritizing them in some cases. That means the hard work in impacting attitudes is paying off. What’s left is providing reusable good at an affordable price while also ensuring high-quality.”

Alpla says reusable shopping bags may be the most commonly used reusable item—even more popular than reusable cups—because of laws that either make them illegal or incentivize shoppers for using them. Survey respondents prefer to be motivated by stores rather than incentives coming from elsewhere.

"We’re seeing a significant gap between consumers’ willingness to use more eco-friendly products and their actual purchasing behavior,” Rice says. “This presents a strong market opportunity for manufacturers to innovate and deliver safe, affordable solutions for sustainable living worldwide.”

The full survey results can be found here.