Packaging manufactures were aware for quite some time now that their business sustainability mostly depends on how the consumers see specific packaging material. The key role in all of this have product manufacturers of high end who can sometimes prefer one packaging material for potential cost reduction or innovation need, which is a category that includes consumers preferences but the behaviour of the consumers differs a lot from their perception. The survey conducted in 11 European countries (including Croatia) gives the numbers on consumers behaviour and their perception of packaging
material.