New research with UK consumers by Aquapak, has found that 52 per cent of people would be prepared to pay more for environmentally friendly packaging when they buy clothes and accessories.  

The findings highlighted consumers’ commitment to a move towards planet-friendly packaging. 

Of those prepared to pay more, one third said they would pay an additional one to four per cent of the purchase price of their goods to receive them in sustainable packaging, while 39 per cent said they would pay a five per cent premium.

Eight per cent said they would pay between six and nine per cent more and 15 per cent of respondents said they would be prepared to pay a staggering between 10 per cent and 20 per cent more, making the use of environmentally friendly packaging commercially viable. 

The survey also showed that despite some efforts by the industry to move away from single-use plastic packaging, the majority (76 per cent) do not think fashion brands are doing enough to reduce its use and move to other types of packaging. 

Over two thirds (67 per cent) said that they want to see greater use of paper-based packaging which can go into kerbside recycling collections, while 54 per cent said that they want brands to stop using single-use plastic completely.

When asked about ‘better than now’ options, 57 per cent said they would like single use plastic garment bags to be replaced with those which can be dissolved in washing up water or the dishwasher without harming the marine environment.

However, despite consumers’ frustrations with the recyclability of packaging used by fashion brands, most (61 per cent) felt that it was on a par with other industries such as food and drink, household products, cosmetics and toiletries.  One third thought it was worse and just six per cent said it was better when it came to environmentally friendly packaging.

Aquapak CEO Mark Lapping said,“Our research shines a light on the appetite for more sustainable packaging from consumers, and more which is paper-based. 

“The good news is that new technologies exist to improve the functionality of paper packaging, particularly for e-commerce, so that it can provide the product protection needed, whilst retaining the ability to fully recover and reuse the paper fibres. The industry needs to collaborate to make these mainstream options by increasing the use of novel materials that enable the design of recyclable packaging for the circular economy.”