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LONDON - Findings from a leading UK research business indicate that just three per cent of consumers would be willing to pay significantly more for eco-friendly or sustainable fashion garments. The findings show that a fifth of consumers would not pay any extra for sustainable fashion, while just 3 per cent would pay 21 per cent extra. The findings are hugely significant given that a mark-up of 20 per cent more on green fashion items is often the going rate given the extra costs generally involved in producing niche, green fashion items.

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