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Consumers prepared to pay as much as 20% extra for sustainable packaging on fashion goods

Making packaging sustainable now comes with a financial incentive for retailers

Half (52%) of UK consumers would be prepared to pay as much as 20% more for environmentally friendly packaging when they buy clothes and accessories as study reveals.

One third said they would pay an additional 1% to 4% of the purchase price of their goods, almost two fifths (39%) a 5% premium and 8% said they would pay between 6% and 9% more. Some 15% said they would be prepared to pay a staggering 10% to 20% surcharge.

This means that on an average online order of £66.80, a 5% premium of £3.34 gives scope for brands to optimise their circularity whilst retaining their margins and making the use of environmentally friendly packaging commercially viable.

The survey from sustainable packaging company Aquapak also showed that despite some efforts by the industry to move away from single-use plastic packaging, the majority (76%) do not think fashion brands are doing enough to reduce its use and move to other types of packaging. More than two thirds (67%) said that they want to see greater use of paper-based packaging which can go into kerbside recycling collections, 54% said that they want brands to stop using single-use plastic completely.

When asked about ‘better than now’ options, 57% would like single use plastic garment bags to be replaced with those which can be dissolved in washing up water or the dishwasher without harming the marine environment.

However, despite consumers’ frustrations with the recyclability of packaging used by fashion brands, most (61%) felt that it was on a par with other industries such as food and drink, household products, cosmetics and toiletries. One third thought it was worse and just 6% said it was better when it came to environmentally friendly packaging.

Mark Lapping, Chief Executive Officer, Aquapak, comments: “Our research shines a light on the appetite for more sustainable packaging from consumers, and more which is paper-based. The good news is that new technologies exist to improve the functionality of paper packaging, particularly for e-commerce, so that it can provide the product protection needed, whilst retaining the ability to fully recover and reuse the paper fibres. The industry needs to collaborate to make these mainstream options by increasing the use of novel materials that enable the design of recyclable packaging for the circular economy.”

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