Pro Carton Observatory 2025: green packaging and recyclable materials drive purchasing decisions.<\/em><\/h2>\n<\/div><\/div><\/div>![](\"https:\/\/www.cpscompany.it\/wp-content\/uploads\/2026\/02\/News_CPS2024_cps-CPS-packaging-sostenibile-scaled.jpg\" "\\"News_CPS2024_cps-CPS")
<\/span><\/div><\/div><\/div><\/div><\/div>Sustainable packaging as a key purchase driver<\/strong><\/h3>\n<\/div>Sustainable packaging<\/strong> has become a decisive factor in Italian consumers\u2019 purchasing choices. This is confirmed by data from the Pro Carton Observatory 2025<\/strong>, which analyzed the behavior of over 5,000 consumers<\/strong> across five European countries. In Italy, 47% of consumers<\/strong> have changed brand or product in the past 12 months due to packaging considered not sustainable, up from 41% in 2024.<\/p>\nDespite rising living costs, 86% of Italians<\/strong> continue to prefer sustainable products. Price, however, remains a key factor: 67% purchase sustainable options only when prices are aligned<\/strong> with conventional alternatives, while 19% are willing to pay more<\/strong> to choose more responsible solutions. 56% of consumers actively avoid products with non-recyclable packaging<\/strong>, while excessive packaging (35%) and the use of plastic (33%) also negatively influence purchasing decisions. With these figures, Italy outperforms the European average of 40%<\/strong> in terms of attention to the environmental impact of packaging.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Cardboard leads preferences and shapes brand expectations<\/strong><\/h3>\n<\/div>Italy ranks first in Europe for its preference for paperboard and cardboard packaging<\/strong>. When choosing between two equivalent products packaged in different materials, 91% of Italian consumers<\/strong> opt for cardboard over plastic. This choice reflects a deeply rooted environmental awareness and a growing culture of sustainability based on concrete actions.<\/p>\nConsumer expectations toward brands are clear. According to Italian respondents, companies should use natural and renewable materials<\/strong> (69%), adopt fully recyclable packaging<\/strong> (55%), reduce the use of plastic<\/strong> (47%), and provide clear recycling instructions<\/strong> (41%). The message emerging from the Pro Carton Observatory is clear: investing in sustainable packaging<\/strong> is no longer optional for brands, but a fundamental requirement to maintain trust and competitiveness in the market.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":7214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,24],"tags":[],"class_list":["post-7212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-blog-en"],"yoast_head":"\nCPS: le fiere 2026 che contano davvero<\/title>\n<meta name=\"description\" content=\"Per CPS un anno ricco di appuntamenti strategici per rafforzare la visibilit\u00e0 internazionale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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<\/span><\/div><\/div><\/div><\/div><\/div>Sustainable packaging as a key purchase driver<\/strong><\/h3>\n<\/div>Sustainable packaging<\/strong> has become a decisive factor in Italian consumers\u2019 purchasing choices. This is confirmed by data from the Pro Carton Observatory 2025<\/strong>, which analyzed the behavior of over 5,000 consumers<\/strong> across five European countries. In Italy, 47% of consumers<\/strong> have changed brand or product in the past 12 months due to packaging considered not sustainable, up from 41% in 2024.<\/p>\nDespite rising living costs, 86% of Italians<\/strong> continue to prefer sustainable products. Price, however, remains a key factor: 67% purchase sustainable options only when prices are aligned<\/strong> with conventional alternatives, while 19% are willing to pay more<\/strong> to choose more responsible solutions. 56% of consumers actively avoid products with non-recyclable packaging<\/strong>, while excessive packaging (35%) and the use of plastic (33%) also negatively influence purchasing decisions. With these figures, Italy outperforms the European average of 40%<\/strong> in terms of attention to the environmental impact of packaging.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Cardboard leads preferences and shapes brand expectations<\/strong><\/h3>\n<\/div>Italy ranks first in Europe for its preference for paperboard and cardboard packaging<\/strong>. When choosing between two equivalent products packaged in different materials, 91% of Italian consumers<\/strong> opt for cardboard over plastic. This choice reflects a deeply rooted environmental awareness and a growing culture of sustainability based on concrete actions.<\/p>\nConsumer expectations toward brands are clear. According to Italian respondents, companies should use natural and renewable materials<\/strong> (69%), adopt fully recyclable packaging<\/strong> (55%), reduce the use of plastic<\/strong> (47%), and provide clear recycling instructions<\/strong> (41%). The message emerging from the Pro Carton Observatory is clear: investing in sustainable packaging<\/strong> is no longer optional for brands, but a fundamental requirement to maintain trust and competitiveness in the market.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":7214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,24],"tags":[],"class_list":["post-7212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-blog-en"],"yoast_head":"\nCPS: le fiere 2026 che contano davvero<\/title>\n<meta name=\"description\" content=\"Per CPS un anno ricco di appuntamenti strategici per rafforzare la visibilit\u00e0 internazionale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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Sustainable packaging<\/strong> has become a decisive factor in Italian consumers\u2019 purchasing choices. This is confirmed by data from the Pro Carton Observatory 2025<\/strong>, which analyzed the behavior of over 5,000 consumers<\/strong> across five European countries. In Italy, 47% of consumers<\/strong> have changed brand or product in the past 12 months due to packaging considered not sustainable, up from 41% in 2024.<\/p>\n Despite rising living costs, 86% of Italians<\/strong> continue to prefer sustainable products. Price, however, remains a key factor: 67% purchase sustainable options only when prices are aligned<\/strong> with conventional alternatives, while 19% are willing to pay more<\/strong> to choose more responsible solutions. 56% of consumers actively avoid products with non-recyclable packaging<\/strong>, while excessive packaging (35%) and the use of plastic (33%) also negatively influence purchasing decisions. With these figures, Italy outperforms the European average of 40%<\/strong> in terms of attention to the environmental impact of packaging.<\/p>\n<\/div><\/div><\/div><\/div><\/div> Italy ranks first in Europe for its preference for paperboard and cardboard packaging<\/strong>. When choosing between two equivalent products packaged in different materials, 91% of Italian consumers<\/strong> opt for cardboard over plastic. This choice reflects a deeply rooted environmental awareness and a growing culture of sustainability based on concrete actions.<\/p>\n Consumer expectations toward brands are clear. According to Italian respondents, companies should use natural and renewable materials<\/strong> (69%), adopt fully recyclable packaging<\/strong> (55%), reduce the use of plastic<\/strong> (47%), and provide clear recycling instructions<\/strong> (41%). The message emerging from the Pro Carton Observatory is clear: investing in sustainable packaging<\/strong> is no longer optional for brands, but a fundamental requirement to maintain trust and competitiveness in the market.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":7214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,24],"tags":[],"class_list":["post-7212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-blog-en"],"yoast_head":"\nCardboard leads preferences and shapes brand expectations<\/strong><\/h3>\n<\/div>