Digital marketing indicators of lignocellulosic packaging: A Google trends–based analysis of global consumer awareness

Drawing on Google Trends data from 2015 to 2024, this study examined patterns of digital attention toward lignocellulosic packaging materials, including paper, wood, and bamboo. Search activity was interpreted as an indicator of evolving sustainability-related public interest rather than simple query frequency. The analysis revealed sustained growth across all packaging-related terms, with “biodegradable packaging” exhibiting the highest compound annual growth rate (CAGR = 16.86%), substantially exceeding that of “paper packaging” (6.84%). This pattern suggests that public attention is expanding more rapidly toward broad sustainability concepts rather than toward individual material categories. Interpreted within the framework of Signaling Theory, rising search intensity reflects increasing cognitive engagement with environmentally responsible packaging. However, because Google Trends provides relative rather than absolute measures of search volume, the results should be understood as indicators of digital attention rather than direct evidence of purchasing behavior.