a 2009 study suggested that "green" packaging may outweigh convenience in importance to consumers. today, it seems ecofriendly packaging is more in vogue than ever, as consumers increasingly show a preference towards companies that are environmentally conscious.interestingly, the shoe category is one product area in which manufacturers have made strides to show their green side. timberland, for example, packages its shoes in 100 recycled materials and makes a corporate commitment to designing recyclable products. nike has collected over 25 million pairs of shoes and recycled them as part of its 20yearold reuse a shoe program.now puma is going green. by the end of this year, the shoe and clothing manufacturer will radically change its shoe packaging, ditching the standard cardboard box and replacing it with an innovative bag. the "clever little bag," chosen from over 2,000 ideas, still has cardboard inside so retailers can stack the bag like a box, but it uses 65 less cardboard than a box.this is believed to be the first time a major shoe manufacturer has bagged instead of boxed shoes. matt powell, a "sneakerologist" at princeton retail analysis, likes the idea. he tells brandweek that the bag "fits the psychographic of the puma customer. it&39s hip, and yet it&39s green at the same time."puma also aims to become carbonneutral this year, and will offset the co2 footprint of world cup team&39s travels to and in south africa. nice to see puma thinking outside the box. find out more about puma&39s new packaging in the video below, and let us know what you think.