A new study by plastic packaging specialist ALPLA found that although sustainability claims have become a regular feature on packaging, confusion over their meaning continues to shape purchase decisions.
According to the ALPLA 2026 Packaging Claims Reality Check Report, 84% of US adults had noticed sustainability claims on packaging more than once during the past six months.
At the same time, 53% said they had at times felt uncertain about what those claims actually meant.
The company said that the results indicate that when packaging language is not clear, it can create confusion at the point of purchase, shaping buying decisions and influencing trust.
Alpla conducted the research involving 1,000 US adults aged 21 and older with third-party survey platform Pollfish.
The report looked at how consumers understand widely used packaging claims and how they respond when the wording feels vague or confusing.
It found that 41% of respondents said eco-friendly messaging makes them more likely to select a product.
By contrast, 33% said they had decided against buying an item because the claim seemed unclear or difficult to trust.
The findings also showed a gap between confidence and understanding.
While 49% said they believe they understand sustainability claims better than the average shopper, 51% interpreted recyclable as local acceptance, at 36%, or a guarantee it will be recycled, at 15%.
Generational differences were also notable. A majority (51%) of Gen Z respondents said they often or very often feel unsure about what a claim means.
Among Boomers, that figure was much lower at 16%.
The survey also found that 28% assume made with recycled content means the packaging is made entirely from recycled materials.
In addition, many consumers expressed skepticism toward the way these claims are presented.
Some 44% said sustainability claims feel more like marketing than useful information.
Another 16% said that feeling misled by such claims reduced their trust in the brand afterward.
Even so, the report suggests that clearer communication can improve consumer perception.
Nearly six in ten, or 59%, said an easy-to-understand sustainability claim gives them a more favourable view of a brand.
Trust could be strengthened further through more direct explanations.
About 48% said they would have more confidence in sustainability claims if brands explained in simple terms what the claim means.
Another 44% said they want clearer wording while 44% said they are looking for specific disposal instructions.
Alpla makes custom plastic packaging, bottles, and caps at 177 sites in 45 countries.
Last year, the company announced the acquisition of Germany-based KM Packaging to strengthen its ALPLAinject division.
