Consumers willing to pay transparent ‘charge’ to support textiles EPR
Study finds that almost three-quarters of public would accept £0.50 additional cost on clothing to support recycling infrastructure.
New research from WEFT and QSA Partners suggests that UK consumers are willing to accept visible Extended Producer Responsibility (EPR) charges on clothes purchases.
The study, supported by the Back to Baselines programme at the University of Leeds, found that 70 per cent of respondents supported introducing visible charges when the purpose was clearly explained.
The study found that a modest fee of £0.50 per clothing item would largely go unnoticed by shoppers, whilst a £1.00 charge on higher-priced garments above £40 would also be acceptable. Tolerance for EPR charges was consistent across all income groups surveyed.
The study also revealed important preferences around language and communication. Focus group participants preferred the term "charge" over "fee" and showed strong support for simple, traffic-light style labelling systems indicating environmental impact. Sixty per cent of respondents favoured traffic-light style labels showing the charge.
Consumers support 50p charge on clothing purchases
According to the report, implementation of visible EPR charges could generate substantial funding for textile recycling and infrastructure. A charge of £0.50 to £1.00 per clothing item could raise £2 billion to £4 billion annually in the UK, based on 4 billion items of clothing and accessories sold each year.
Some participants accepted charges up to £5.00, with WEFT suggesting that further research will be conducted about specific fee levels with consumers and retailers.
Commenting on the survey results, Kristina Bull, co-founder of WEFT, said: “Consumers clearly told us that transparency is essential. They want simple, visible information at the point of sale to help them make sustainable choices. It’s encouraging to see such widespread support for practical steps towards greater sustainability in fashion.”
The study suggests variable charges could provide incentives for industry transformation. Higher charges on less sustainable products could encourage brands to design longer-lasting, repairable or recyclable clothing, whilst transparent labelling could drive consumer behaviour change.
Recent research from WEFT demonstrates that many small and medium enterprises are already implementing environmentally-focused methods during production, while conversely many high street brands continue not to.
Despite growing environmental awareness, the survey found that sustainability remains secondary to price, comfort and fit in purchasing decisions. However, clear labelling significantly boosted consumer willingness to choose sustainable options, particularly among frequent shoppers.
WEFT recommends that policymakers work with industry to develop colour-coded labelling systems for environmental impact communication. The organisation emphasises avoiding jargon and using trusted organisations to help educate consumers and oversee labelling systems.
“This research provides critical insights into consumer tolerance and preferences for EPR charges on clothing,” added Professor Stephen J. Russell of the University of Leeds. “It clearly demonstrates how small, well-communicated charges can help drive meaningful changes towards a more circular economy.”
