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New research into Europe’s most sustainable shoppers places UK at sixth


From shopping second hand to avoiding plastic packaging where possible, shoppers are increasingly adopting more eco-friendly habits and voucher publishing site Savoo has looked into which European cities are leading the way.

Savoo’s research ranked the 30 most populous European countries based on a number of metrics to determine where is home to the most sustainable shoppers. The Sustainable Development Report compared recycling rate, consumption footprint, waste per capita, and the number of flea/street markets and antique stores.

Finland took the crown as Europe’s best country for sustainable shoppers, and sits at the very top of the Sustainable Development Report’s ranking of all 193 UN Member States, scoring 86.51 out of a possible 100.

The UK ranked in sixth place overall as Europe’s most sustainable shoppers. Home to nearly 68 million people, the country has almost 1,300 flea markets and antique shops available – which is the highest amount of all countries analysed.

This research also looked into which brands are popular on second hand or pre-loved sites. With clothes reselling platforms becoming incredibly popular in recent years, Savoo has analysed the number of listings of 30 top brands across four online second hand marketplaces to determine which are the most popular to buy.

Its research revealed that Zara is overall the most popular second hand brand across Depop, eBay, Vestiaire Collective, and Asos Marketplace. Interestingly, out of all the brands and marketplaces analysed in the study, Depop has the most Zara items listed at 439,696.

Sport brands Nike and Adidas ranked just behind. There were 7,447 listings for second hand Nike pieces currently active on the Asos marketplace alone. While Adidas have a total of 467,022 listings across the four different marketplaces.

Fast fashion clothing brand H&M has the next most lively resellers market, with 238,677 items listed on Depop making it the app’s fifth most popular second-hand brand. In fifth place is American lingerie brand Victoria’s Secret with a total listing of 372,291 across all four marketplaces.

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