Analysis of consumer preferences and readiness of consumers in the astrakhan region to purchase biodegradable packaging materials and packaging

Today more and more people pay attention to the problem of ecology and sustainable development. One of the most pressing issues is the problem of recycling and disposal of waste, including packaging materials. Today, many manufacturers are introducing new technologies and materials that help reduce the environmental impact on the environment. Biodegradable packaging is one of the ways to reduce the negative impact on the environment, because it does not accumulate in nature and decomposes naturally in a shorter time compared to plastic and combined materials. However, despite its advantages, it is not a universal solution to the problem of environmental sustainability. Its production can be more costly and complex than traditional packaging materials, and there are certain restrictions on its use. This article describes the results of a survey conducted among the residents of the Astrakhan region to identify consumer preferences for the use of biodegradable packaging and packaging materials. As a result of the analysis of the data obtained, the target consumer portrait was compiled, and the level of awareness of biodegradable packaging and packaging materials was determined. It was also revealed that the most popular biodegradable materials among consumers are biobaper and bioplastic, and the main factor in choosing packaging is ease of use. Despite the fact that more than 70% of the respondents preferred biodegradable packaging and packaging materials to traditional plastic products, only a few were willing to overpay for this type of packaging, which is a result of the socioeconomic situation in the Astrakhan region.