Consumer involvement with sustainability is influenced by a very broad array of factors, and for consumers sustainability is more than just "green." As literal "consumers" they also consider the social, economic and personal ramifications for adopting certain products, not just the "environmental" consequences. Yet while it's these factors and the product contents that ultimately influence their perceptions of quality (which may in turn influence notions of sustainability), packaging and packaging communications are the first and last impression consumers have of many brands today.Sustainably oriented packaging (e.g., packaging that makes use of recycled materials, can be repurposed or shows a reduction of packaging) is quickly becoming a consumer expectation - yet it isn't a primary purchase motivator. Ultimately a product's essential make-up (such as ingredients) most strongly influences perceptions of its sustainability and motivates purchase.

To read more about how consumers percieve sustainability in their shopping you may visit a slide show prepared by hartman Group