BRITS believe delivery companies use too much packaging, with Amazon and eBay the worst offenders.
A study of 2,000 adults revealed 88 per cent think their shopping comes with more wrapping than is required.
Children’s toys, mobile phones and cosmetics were most likely to come in over-elaborate packaging.
Almost a third admitted they were put off ordering from the same company again due to the amount of paper or cardboard used.
A sixth believe in-store food shopping uses up more baggage than required.
Research commissioned by the Chartered Institute of Marketing found eight in 10 would like to see more done by large companies to promote sustainable packaging.
Chris Daly, CEO at the Chartered Institute of Marketing said: “The study shows how consumers don’t want or require the excess packaging which comes with products - both online and in store.
“The fact that some respondents have even decided to not purchase from certain brands due to over-elaborate packaging shows a real shift in consumer behaviour.”
The study found online-clothes shopping deliveries are one of the worst offenders for over packaging items, according to 38 per cent of adults.
And 36 per cent judge a brand’s ethics on their packaging with a sixth going as far as to complain to a company because of this.
A further four in 10 said the amount of excess packaging used often puts them off shopping online.
It also emerged more than a quarter of respondents would be willing to spend an average of 20 per cent more on a product if they knew the boxes, paper and envelopes used were sustainable.
Some 70 per cent recycle the excess wrapping, but an eighth admitted to throwing it away.
One in 10 reuse it to protect personal deliveries.
Over Christmas, while 87 per cent try and recycle what packaging they can, three in five simply throw it away.
Half of those polled, via OnePoll, believe sustainable materials are used more now compared to 10 years ago.
Almost three in five said brands are using more ethical alternatives to help their image.
Seven in 10 think there will be a time when companies no longer use additional wrapping for products.
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And 83 per cent would like to see more plastic free and zero waste stores in their town.
Chris added: “What we’re experiencing is a reputational tipping point for brands, where packaging and sustainability initiatives weigh heavy in the minds of the consumer.
“While it’s encouraging that the public broadly think brands are doing more now to tackle avoidable waste, the onus is on the marketing industry to take what consumers are telling us, and help organisations fully buy-in to sustainability led strategies.”