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SALFORD - The majority of British consumers don't believe that companies' environmental claims are credible with fashion brands regarded as among the least trustworthy, according to a new survey.

The poll of 1,682 adults across the UK by consultants Sensu Insight found that only 36 per cent were "likely to believe" fashion companies' claims, behind only airlines (32 per cent) and holiday companies (34 per cent).

And some 29 per cent of respondents said they were actually "unlikely to believe" fashion companies' claims about their sustainability efforts - the second highest behind only airlines with 35 per cent.

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