61% of consumers will 'prioritise price over sustainability', survey finds

More than half of consumers want fashion to be more sustainable, but due to the rising cost of living, 61 per cent will prioritise price over sustainability, according to new research by Nosto.

The commerce experience platform surveyed over 2,000 consumers in the UK and US.

54 per cent of survey respondents said they would not mind slower delivery times for fashion purchases if it allowed companies to cut the number of delivery truck journeys and reduce carbon emissions.

49 per cent agreed that returning items was bad for the environment as it wastes fuel, yet charging shoppers for returns was rated as the least popular way to address the problem.

Commenting on item returns, Guy Little, head of brand marketing at Nosto, said: “What we can see from this data is that there are tactics available, such as using post-purchase user-generated images, that retailers can embrace to help reduce return rates and alleviate that pressure.”

The survey also found that 60 per cent viewed repair services as a way for e-commerce brands to become more sustainable, and 42 per cent said they had previously thrown away fashion items they would like to have kept because they could not get them repaired.

While more than half were in support of sustainability in fashion, more than half of those surveyed – 55 per cent - also reported that identifying which fashion items are made sustainably is “confusing”.

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