Source page: McKinsey & Company
Commentary
Paper or plastic?
Sustainability
March 1, 2022 – Consumers in India and Indonesia are willing to pay more for sustainable packaging in packaged food, followed by consumers in China and Brazil. This sentiment is shared globally, however, with the vast majority of consumers highly concerned about sustainable packaging and are willing to pay more for it.
To read the article, see “Sustainability in packaging: Global regulatory development across 30 countries,” February 7, 2022.
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Visual form
Country scatter plot.
Layout / body structure
The chart is a single x-y scatter plot with country labels placed directly on the chart. Reader tracks concern about packaging sustainability along the horizontal axis and willingness to pay for sustainable packaging on the vertical axis, then uses the country positions to compare national patterns.
What is being compared
The chart compares selected countries by two dimensions at once: how concerned consumers are about packaging sustainability and how willing they are to pay more for sustainable packaging. Countries such as China, India, Indonesia, Brazil, the United States, the United Kingdom, Germany, Italy, France, and Japan are all plotted against the same two measures.
Measurement system
Both axes are percentages of survey respondents, with the scale running from low to high and visible anchors at 25, 50, 75, and 100. The chart therefore reads as a two-variable positioning map rather than a rank-only league table.
Visible structure inside the graphic
Each country appears as a labeled point in the field, with the upper-right region representing markets where both concern and willingness to pay are high. The countries spread diagonally across the plot, so the reader can quickly see which markets cluster together and which sit at the extremes.
Main takeaway from the visual
Most countries sit in the high-concern, relatively high-willingness zone, which supports the headline that global consumers are broadly concerned about packaging sustainability and many are willing to pay more. The highest points are concentrated in Asian and emerging-market countries, while several Western markets sit lower on willingness even when concern remains substantial.
Key standout values or extremes
China and India sit near the upper-right corner of the plot, making them two of the strongest combined concern-and-willingness markets on the page. Japan lies much lower on willingness to pay, and France, Italy, and Germany sit below the top cluster as well, which makes the country spread visibly uneven rather than flat.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.