Don’t think for shoppers – listen to them!
Don’t fall into the trap of believing you know what shoppers think. That’s the warning from our Co-founder Kristina Bull, as she says they might surprise you. That’s the overriding take away from ground-breaking new research conducted by WEFT in collaboration with the University of Leeds Back to Baselines programme and QSA Partners.
Lose the assumptions
The research revealed strong consumer support in the UK for visible charges for textiles Extended Producer Responsibility (tEPR) on clothing. These charges could significantly enhance textile recycling and drive circular practices within the fashion industry. Whereas, to date, the assumption has been that EPR and visible fees would be a turn-off for customers, especially set against the current financial climate.
With Extended Producer Responsibility emerging as a critical conversation in the fashion and textiles sector, Kristina believes this research uniquely captures consumer opinions, offering clear guidance for brands, retailers, and policymakers.
The comprehensive study surveyed over 1,750 UK shoppers, uncovering that a clearly visible charge on clothing items would be widely supported if it transparently funds environmental initiatives including collection, sorting, reuse and recycling. You can read a summary of the research on WEFT's website here.
A positive response
Contrary to initial assumptions that consumers might resist such costs, the findings show shoppers are willing to accept modest charges to promote recycling and sustainability, provided these charges are clearly communicated and simple to understand.
The research specifically found that a charge of £0.50 per clothing item would be acceptable to most shoppers, while a slightly higher charge of £1.00 on items priced above £40 also received substantial support. Surprisingly, the threshold at which charges significantly influenced purchasing decisions was notably higher than expected, consumers reported being comfortable with charges of up to £5.00 per garment before substantially altering their buying habits.
Again this reality is far more positive than what might have been expected. In the past figures as low as one penny has been mooted – consumers told us that they would tolerate far more.
It's all about transparency
Kristina Bull, Co-founder at WEFT highlighted the consumer emphasis on transparency, stating: “Consumers clearly told us that transparency is essential. They want simple, visible information at the point of sale to help them make positive choices. It’s encouraging to see such widespread support for practical steps towards greater sustainability in fashion.”
Indeed, transparency was a recurring theme, with over 80% of respondents supporting a clear and straightforward indication of charges at the point of sale. The study also uncovered consumer preference for simple, intuitive labelling systems, such as traffic-light indicators, to quickly assess the environmental impact of clothing items.
Professor Stephen J. Russell of the University of Leeds commented on the significance of these findings: "This research provides critical insights into consumer tolerance and preferences for EPR charges on clothing. It clearly demonstrates how small, well-communicated charges can help drive meaningful changes towards a more circular economy."
Key insights
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70% of consumers support visible charges when properly explained.
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Clear and simple environmental labelling significantly increases consumer willingness to choose sustainable products.
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Consumer support for EPR charges and the level of charge was consistent across all income brackets.
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Brands should clearly communicate charges as "charges" rather than "fees" to emphasise purpose and clarity.
Future financial impacts
The potential financial impact of implementing these charges is substantial, with projections indicating between £2 billion and £4 billion annually could be raised and indeed ringfenced. These funds could be transformative, significantly enhancing the UK’s textile recycling infrastructure, facilitating the transition to a circular economy, and driving green job creation, all without placing an additional burden on the public purse.Understanding the fee, or charge, associated with tEPR is vital given the recent near-collapse of the French textile recycling sector and with the Government needing to inject cash. If we get the mechanisms and associated fees right at this point, we can ensure the UK sector does not go the same way.
WEFT advocates for further research to refine consumer responses to EPR charges and labelling methods. They also emphasise that future policy designs must avoid disproportionate impacts on lower-income households. WEFT is conducting additional research in Summer/Autumn 2025, supported by the Back to Baselines programme, to further inform effective strategies for sustainable fashion practices.
If this resonates with you then book a free discovery call with Kristina today, simply click the Get in touch button below.