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Consumers Want to Go Green, But High Costs and Quality Issues Stand in the Way According to New ALPLA Survey

Survey reveals consumer willingness and barriers to adopt reusable products, highlighting market opportunities

MCDONOUGH, Ga., June 18, 2024--(BUSINESS WIRE)--A new survey by ALPLA, a global leader in packaging solutions, uncovers critical barriers to the adoption of reusable products, pointing to a significant disconnect between consumer intent and action. Despite a widespread desire to incorporate reusable items into their daily routines, many are held back by cost and quality concerns.

This builds on ALPLA’s previous research highlighting 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. ALPLA’s latest findings shed light on an exciting opportunity for the industry to innovate, making it easier for everyone to embrace sustainability, address broader environmental challenges and drive meaningful change in the marketplace.


The 2024 Reusability Survey, conducted for ALPLA by the third-party platform Pollfish, surveyed 600 U.S. adults. Highlights from the report include:

  • 69% of Americans are willing to buy reusable products, but 66% have refrained due to high costs, highlighting a major obstacle in price sensitivity.

  • 68% of consumers would increase their use of reusable goods if cost were not a factor, with 36% indicating significant increases, suggesting that affordability could greatly enhance sustainable practices.

  • Cost and durability are the primary barriers to purchasing reusable products, with 28% of respondents citing cost and 21% citing durability; maintenance and availability follow closely behind.

  • Store incentives are 2.5 times more effective than state mandates in encouraging the use of reusable shopping bags, showing a preference for positive reinforcement over regulatory measures.

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

The full 2024 Reusability Survey report can be accessed on ALPLA’s Plastic Reimagined website.

About Plastic Reimagined

Plastic Reimagined, an initiative of ALPLA, is an online campaign advocating for a circular economy. The website and social channels strive to educate and innovate with like-minded people determined to make a difference. Working across the entire value chain, we collaborate with others to reimagine the future of plastic through innovation, education, and policy advocacy for responsible use, effective recycling, and environmental protection. Join us in shaping a sustainable plastic future:

About the ALPLA Group

ALPLA is one of the leading companies involved in plastic packaging. Around 23,300 employees worldwide produce custom-made packaging systems, bottles, caps and molded parts at 196 sites across 47 countries. In North America, ALPLA specializes in bottles and caps for the food, beverage, auto, health, beauty, and home care industries by using conscientious culture to drive purposeful packaging. ALPLA operates recycling plants for PET and HDPE. The international network of ALPLA recycling now includes 13 plants, including 4 joint ventures, in 9 countries: Germany, Italy, Mexico, Austria, Poland, Romania, Spain, South Africa and Thailand. Other projects are being realized elsewhere around the world.

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Breanne Ngo