According to new research by Trivium Packaging, nearly three-fourths (74 percent) of consumers are willing to pay more for sustainable packaging. The report, developed in partnership with Boston Consulting Group, surveyed participants for their preferences related to sustainable packaging along with their willingness to pay more for products with environmentally friendly packaging.

Key report findings also include a majority of consumers who identify as environmentally aware, with more than two out of three consumers citing environmentally friendly packaging as important. And of the 74 percent who said they would pay more for sustainable packaging, nearly one-fourth are willing to pay for an increased cost of 10 percent or more.

Report findings also show that nearly half of consumers actually shy away from harmful packaging. Of those consumers avoiding harmful packaging, 68 percent associate plastic with ocean pollution. 

Along with the large number associating plastics with ocean pollution, the report shows that almost 60 percent of consumers say they are less likely to buy a product in harmful packaging.

The survey was conducted by the Boston Consulting Group and includes responses from more than 15,000 U.S., Europe and South America consumers.