Visible EPR charges on clothing: consumer responses
Policy Briefing – Visible EPR charges on clothing: consumer responses and policy implications.
WEFT was funded by the Back to Baselines programme though the University of Leeds to conduct shopper research on EPR charge levels - to determine consumer acceptance thresholds for EPR charges and identify at what price points these charges might begin to alter purchasing decisions.
This White Paper summarises the findings and a full detailed academic paper will be published in later 2025.
Read the report to discover…
Purchase motivations
Shoppers tend to prioritise price, fit and comfort of clothing above all other attributes (including sustainability or ethical supply attributes). Durability is their next highest concern, and the highest issue related to circularity.
Langauge makes a difference
In focus groups, most shoppers were tolerant of an EPR charge being applied - even those with less concern for environmental issues. But language is important, and the term "fee" was not popular.
Charge levels needed to influence purchases
Shoppers indicated that the EPR charge would need to be substantial to persuade them to consider alternative (lower charge) products. These responses were consistent across income groups
Full details to be published
This project was funded by the Back to Baselines through the University of Leeds. Further details and statistical analysis will be published in an academic paper later in 2025.
OUR PARTNERS
Collaborating for Sustainable Change
WEFT collaborates with industry partners to drive sustainable change and advocate for fair and balanced EPR systems globally. Together, we work towards a more environmentally responsible fashion and textiles sector.
