A new study has revealed that 75% of British consumers want online retailers to use eco-friendly materials to pack their orders and minimise parcel packaging waste.

The study was conducted by delivery management company Whistl UK in January and saw the participation of 1,000 respondents.

It also found that excess packaging was less of an issue for millennials than those aged over 35 years.

Millennials also showed a willingness to pay almost £1.19 more for eco-friendly packaging while respondents aged over 65 years were ready to pay just £0.47 extra per package.

Whistl UK marketing and communications director Melanie Darvall said: “These results show that although some consumers do care about the environmental impact of their packaging, the cost of delivery and secure product packaging are the most important factors influencing UK online shoppers.

“Businesses should think about minimising the amount of packaging sent to a consumer and ensuring that it can be recycled kerbside could boost how satisfied your customer will be.”

“Businesses should think about minimising the amount of packaging sent to a consumer and ensuring that it can be recycled kerbside could boost how satisfied your customer will be once their item has been delivered.”

The number of consumers who are not interested in paying extra to online retailers is more in Northern England, Scotland, and Northern Ireland.

The study also revealed that around 58% of the respondents do not think about parcel packaging when placing an order while one in five people are interested in knowing how their order is packaged.

A total of 92% of participants think environmentally friendly parcel packaging to be an item that can be recycled.

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