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LONDON – The results of a new survey indicate that UK shoppers would be more inclined to consider or purchase sustainable alternatives if brands and retailers more clearly labelled the eco-credentials of their products. Notably, 69 per cent of those surveyed say they’d be incentivised to buy a product that detailed its sustainable material usage and environmental impact.

Furthermore, around half of consumers (47 per cent) say they’d pay more for upcycled products or options made from recycled materials. This despite the fact that this very sample judged price (41 per cent) as the most influential factor considered prior to purchase, comparative to the use of sustainable packaging (6 per cent) or the carbon footprint of delivery (4 per cent).

The findings coincide with a recent survey from student discounting service Unidays which serves to support this narrative. The Unidays Affdex Report 2019 similarly revealed that UK and US consumers were driven by the price, style and quality of a garment, as opposed to whether an item is ‘environmentally responsible’ or ‘ethical’.

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