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iKrafts Sustainable Packaging Survey
We want to hear real consumer opinions on the importance of sustainable packaging, and whether a brand's eco-friendliness impacts your decision to purchase.
Screening & Demographic Questions
1.
What is your gender?
Male
Female
Non-binary
Prefer not to say
2.
What is your age?
18-24
25-34
35-44
45-54
55-64
65+
3.
What region of the UK do you currently live in?
Scotland
Northern Ireland
Wales
North East
North West
Yorkshire & The Humber
East Midlands
West Midlands
East of England
London
South East
South West
Purchase Behavior Questions
4.
When choosing where to buy food or which product to purchase, please rank the following factors in order of importance to YOU (1 = most important, 8 = least important):
1 (most important)
2
3
4
5
6
7
8 (least important)
Price/value for money
1 (most important)
2
3
4
5
6
7
8 (least important)
Food quality and taste
1 (most important)
2
3
4
5
6
7
8 (least important)
Convenience/speed of service
1 (most important)
2
3
4
5
6
7
8 (least important)
Brand reputation
1 (most important)
2
3
4
5
6
7
8 (least important)
Packaging sustainability
1 (most important)
2
3
4
5
6
7
8 (least important)
Portion size
1 (most important)
2
3
4
5
6
7
8 (least important)
Dietary requirements/ingredients
1 (most important)
2
3
4
5
6
7
8 (least important)
Customer reviews/recommendations
1 (most important)
2
3
4
5
6
7
8 (least important)
5.
How much EXTRA would you be willing to pay for the same food product if it came in genuinely sustainable/eco-friendly packaging instead of standard packaging?
Nothing extra
1-5% more
6-10% more
11-15% more
16-25% more
25%+ more
Daily coffee (£3-4 typical price)
Nothing extra
1-5% more
6-10% more
11-15% more
16-25% more
25%+ more
Fast food meal (£8-12 typical price)
Nothing extra
1-5% more
6-10% more
11-15% more
16-25% more
25%+ more
Restaurant takeaway (£15-25 typical price)
Nothing extra
1-5% more
6-10% more
11-15% more
16-25% more
25%+ more
Meal delivery kit (£30-50 typical price)
Nothing extra
1-5% more
6-10% more
11-15% more
16-25% more
25%+ more
Supermarket ready meal (£3-5 typical price)
Nothing extra
1-5% more
6-10% more
11-15% more
16-25% more
25%+ more
6.
What is the MAXIMUM percentage extra you would pay for sustainable packaging before you'd choose a cheaper, non-sustainable alternative?
0% - I won't pay anything extra
Up to 5% more
Up to 10% more
Up to 15% more
Up to 25% more
More than 25%
Price doesn't matter - I always choose sustainable
Brand Loyalty & Repurchase Behavior
7.
Has sustainable or eco-friendly packaging ever been the PRIMARY reason you chose one brand/restaurant over another?
Yes, frequently - it's a major deciding factor
Yes, occasionally - when other factors are roughly equal
Yes, but rarely - maybe once or twice
No, never - other factors always matter more
I don't notice or think about packaging sustainability
Unsure
8.
If you discovered a food brand or restaurant you regularly use switched to significantly MORE sustainable packaging, how would this affect your behavior?
I'd definitely continue using them and probably increase frequency
I'd continue using them as normal
I'd feel more positive about them but it wouldn't change my behavior
No impact on my behavior
I'd be suspicious it's just greenwashing
I'd actually be concerned they'd increased prices or reduced quality
9.
If you discovered a food brand or restaurant you regularly use switched to LESS sustainable packaging (e.g., back to plastic), how would this affect your behavior?
I'd immediately stop using them
I'd probably reduce how often I use them
I'd feel disappointed but continue as normal
I'd only stop if there was a convenient sustainable alternative
No impact - packaging wouldn't affect my loyalty
I wouldn't notice or care
Trust, Greenwashing & Authenticity
10.
When a food business claims their packaging is "sustainable," "eco-friendly," or "green," how do you typically respond?
I trust the claim and feel positive about the brand
I'm somewhat skeptical but give them benefit of the doubt
I'm highly skeptical - assume it's greenwashing unless proven otherwise
I actively research their claims before believing them
I don't trust these claims at all - it's just marketing
I don't pay attention to these claims
Unsure/no strong opinion
11.
Which of the following would make you trust a brand's sustainability claims about packaging? (Select all that apply)
Independent certification (e.g., FSC, Plastic Free Trust Mark)
Transparent information on packaging about materials/disposal
Third-party verification or awards
Clear evidence (e.g., visibly compostable materials, minimal packaging)
Brand's overall reputation for sustainability
Recommendations from friends/family
Media coverage or reviews confirming claims
Detailed information on company website
I don't verify these claims
None of these - I'm skeptical of all sustainability claims
12.
Have you ever felt deceived or misled by a food brand's sustainability or eco-friendly packaging claims?
Yes, multiple times - it's made me distrustful of all green claims
Yes, once or twice - it made me more skeptical
No, but I suspect many claims are exaggerated
No, I generally trust brands
I don't pay enough attention to know
Prefer not to say
Awareness & Action Questions
13.
What do you actually DO with 'sustainable' or 'compostable' food packaging after use?
Properly compost it at home or in food waste bin
Recycle it in household recycling
Put it in general waste (unsure where else it goes)
Try to follow instructions on packaging
I don't differentiate - it all goes in general waste
I'm not sure what to do with it
N/A - I don't receive sustainable packaging
14.
Add your details for entry into the £50 Amazon voucher prize draw
Name
Email address
