Shoppers making decisions based on sustainability, according to study

Seven in 10 Brits think there should be a complete BAN on single-use plastic items such as water bottles and straws, according to a study.

An overwhelming majority of adults believe retailers should no longer stock or supply items of these kind due to the devastating effect they have on the environment.

Further to this, one in 10 claim it’s ‘too hard’ to buy products made from recycled materials and refillable beauty products.

The research was commissioned by department store Selfridges as part of the brand’s wider sustainability programme.

More: Marks and Spencer reveal their commitment to reducing waste

The study of 2,000 adults also found half would be put off buying from a shop or business if they knew they or the brands they stocked were not environmentally friendly.

It also emerged two thirds of ‘Generation Z’ shoppers aged 18-24 are more concerned about climate change and sustainability issues than they were just one year ago.

shoppers making decisions sustainability

Credit: Getty

More than three quarters of this age group say wanting products that reduce waste is their biggest environmental concern when choosing what to buy.

Daniella Vega, head of sustainability for Selfridges, said: ‘This survey data supports our understanding of our youngest adult fashion shoppers, for whom there is no compromise when it comes to seeking out style that doesn’t harm the planet.

‘We are committed to buying better and inspiring change so that our customers can do the same.’

The research also found choosing second-hand fashion is most popular with Gen Z – more than half said they shop for second-hand and vintage clothing – far more than those aged 45 or older.

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But the study, carried out through OnePoll, determined three quarters of all adults polled believe retailers have more work to do to educate consumers to shop more sustainability.

Following the research, cult fashion marketplace, Depop, has teamed-up with Selfridges to open a pop-up in its Oxford Street flagship store.

Daniella Vega added: ‘We are excited to be taking the lead in sustainable fashion by this first-of-its-kind collaboration with Depop in the UK.

‘Selfridges takes seriously its responsibility to protect the environment and our Buying Better Inspiring Change initiative always looks for ways to push the boundaries in luxury retail – to challenge the norm.’

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