Is the price right?
These three results together offer a more nuanced overview of consumers’ attitudes towards buying products with varying amounts of plastic and plastic packaging. Clearly, people all over the world and from a variety of age groups think managing and reducing plastic waste is an urgent challenge, particularly in the context of ocean health. They believe they can help overcome the challenge in their role as consumers and intend to monetarily support efforts to that end. However, when deciding between products that differ only in terms of plastic content and price, about half the consumers are likely to pick the cheaper product.
Additionally, higher prices for less plastic may effectively price out economically disadvantaged consumers from sustainable habits and lifestyles—an outcome we cannot afford for long either environmentally or morally.