**6.1 Global trends in consumer behavior**

Consumers are increasingly looking for the information they need to make their choices at the time of purchase as much as their individual needs for change and their environmental concerns. However, there is still a significant lack of understanding about what can and cannot be recycled. Therefore, the study conducted by Mintel [34] published in 2022, shows that the majority of consumers hold companies accountable for providing information clearly and objectively, as well as recycling and the impact of packaging materials on the environment.

The following data were taken from the Mintel report [34]:


#### *The Importance of Packaging in Certified Organic Food: A Matter of Conscience DOI: http://dx.doi.org/10.5772/intechopen.107408*

This means that brands need to take advantage of the situation and promote smart labels and packaging by providing a positive carbon footprint of the products. As caring about the environment turns into doing the right thing, consumers will want to be in charge by getting clear information about products that fully meet their environmental values and about how to get rid of packaging in a responsible way.

Education and incentives to consumers to combat household waste packaging through communication activities and on-pack marketing are critical and companies' responsibility. For many consumers, understanding the impact of their consumer choices is the first step in making positive changes. Consumers will require a clear and objective system printed on food packaging that demonstrates environmental responsibility for the product and provides comparable metrics to enable them to make clear and direct comparisons between products.

*"Consumers, experiencing the environmental impact of their actions, are increasingly looking to make environmentally responsible choices that address concerns such as plastic pollution and climate change. Brands should aim to provide clear on-pack information that highlights understandable measures of the environmental impact of both the product and packaging." [34]*
