UK consumers want to shop more sustainably, but find it ‘confusing’

UK shoppers’ interest in sustainable fashion has risen significantly, but half of them still find the idea confusing, according to a new study by Leather UK.

The research revealed that 47% of consumers consider the potential impact on the planet when purchasing clothes and 35% buy clothing and accessories less often now than they did five years ago.

However, 50% of shoppers who shop with sustainability in mind find it confusing and find it hard to know what the right choice is. In addition, 28% said they scrutinise labels carefully and research items to make sure which has the least impact on the planet.

READ MORE: Amazon reveals clothing store it calls “Amazon Style”

Some 63% of adults also believe it is important to have clothing that lasts for years, even when worn regularly. More than half  of UK adults (51%) still own and often wear an item that is a decade old or more, although that figure drops to just 17% for millennials and Gen Z.

The report also revealed that 22% of adults are now more likely to buy clothes and accessories from a vintage store, second-hand shop or resale platform, such as eBay, Depop, Vestiaire Collective or Vinted, than they would have done before Covid two years ago.

The clothing rental market is also growing, with 17% saying they had recently rented an outfit or accessories. This number rose to 40% among 18-34 year olds. Of those who used rental services, 32% cited the ethical benefits, while 31% lauded the fact they could experience luxury items they would not be able to purchase.



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