ALPLA survey addresses consumer confidence in packaging sustainability claims

Sustainability claims have become a familiar part of product packaging. However, shoppers are not just noticing them, they are questioning what those claims actually mean, according to a new ALPLA survey.

The ALPLA 2026 Packaging Claims Reality Check Report found that 84% of US adults have seen sustainability claims on packaging more than once in the past six months, while 53% have felt unsure what those claims meant. The findings show that unclear packaging claims can create doubt in the aisle, affecting what shoppers buy, how much they trust a brand, and what they do with the package after use.

ALPLA, a global manufacturer and recycler of innovative packaging solutions and creator of the sustainability education site Plastic Reimagined, partnered with third-party survey platform Pollfish to survey 1,000 US adults, ages 21+ in April 2026. The study examined how consumers interpret common packaging claims and what they do when a claim feels unclear.

Key findings from the ALPLA 2026 Packaging Claims Reality Check Report include:

• More than four in five (84%) say they have seen packaging sustainability claims more than once in the past six months, and 53% say they have felt unsure what those claims meant at least sometimes.
• 41% say eco-friendly messages make them more likely to choose a product, while 33% have skipped a purchase because a claim felt unclear or hard to believe.
• 49% say they understand sustainability claims better than the average shopper, but a majority (51%) interpret recyclable as local acceptance (36%) or a guarantee it will be recycled (15%).
• A majority (51%) of Gen Z say they often or very often feel unsure what a claim means compared with 16% of Boomers.
• 28% assume made with recycled content means the package is made entirely from recycled materials.
• 44% say sustainability claims feel more like marketing than helpful information, and 16% say feeling misled made them trust the brand less afterward.
• Nearly six in 10 (59%) say an easy-to-understand sustainability claim makes them view the brand more positively.
• Nearly half (48%) say explaining what the claim means in simple terms would make them trust sustainability claims more, and 44% want clearer wording and 44% want specific disposal instructions.

The findings suggest sustainability claims now do more than signal environmental intent on the shelf. Clear language can build confidence and improve brand perception, while vague claims can lead shoppers to make assumptions, hesitate on purchases, or guess how to dispose of packaging.

For brands, the takeaway is clear: packaging has to explain both the claim and the next step. That requires more than adding sustainability language to a label. Packaging design, material choices, and end-of-life guidance all shape whether a claim is easy to understand, credible, and useful to shoppers.