The findings on fashion EPR charges are from a UK study conducted by WEFT and QSA Partners with support from the University of Leeds' Back to Baselines initiative.
The survey, which gathered opinions from over 2,000 UK consumers, indicated that a small charge on clothing could increase funds for recycling and reuse initiatives without negatively impacting consumer buying behaviour.
The respondents expressed a preference for transparency, desiring direct and clear costs rather than inclusive pricing or decisions made by brands on their behalf.
Findings suggest that a nominal fee of £0.50 ($0.68) per item would likely go unnoticed by most shoppers. Furthermore, a £1.00 charge on items priced over £40 was deemed acceptable.
However, it would take charges of up to £5.00 per item before purchasing habits shifted noticeably towards more sustainable options.
WEFT co-founder Kristina Bull 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 highlighted the importance of transparency, with more than 80% of participants favouring a charge that is clearly displayed at the point of sale. A traffic-light style labelling system was preferred by shoppers for indicating the environmental impact of products.
University of Leeds Professor Stephen Russell said: "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 points from the research
- Brands and manufacturers should use straightforward messaging with "charge" being favoured over "fee" for its clarity
- 70% of consumers are supportive of visible charges when they are clearly explained
- While sustainability is important, price, comfort, and fit still take precedence; however, clear labelling can greatly increase the likelihood of consumers making sustainable choices
- Acceptance of an EPR charge was consistent across various income levels.
The introduction of a small charge could potentially generate an annual fund between £2bn and £4bn. This fund would significantly contribute to improving textile collection and recycling infrastructures, support a shift towards a circular economy, and promote green job creation without burdening the national treasury.
WEFT and its partners advocate for further testing on consumer reactions to EPR charges and transparent labelling systems. They also emphasise the necessity to create policies that do not disproportionately impact lower-income consumers.
Further research is scheduled for autumn 2025 by WEFT as part of the Back to Baselines programme to refine these initial findings.
A survey conducted by consumer research firm Maru released in April this year revealed that a significant proportion of UK residents anticipate reducing their expenditure on fashion-related items such as apparel and footwear in 2025 as a way to manage expenses.
