Recent research suggests that the Irish population is becoming more cognisant of the ecological impact of their consumption habits. However, a significant majority are not prepared to spend more on goods which are produced sustainably. The survey, conducted by Amárach for Penneys, indicates that only around half of those who are amenable to paying more, would consent to an increase exceeding 10% for sustainably created items.
The study, titled ‘The Pulse of the Nation’, reveals that while 57% of customers attempt to minimise purchasing unnecessary items for the benefit of the environment, 54% are not inclined to spend extra money on more environmentally friendly merchandise.
The chief determinant for choosing eco-friendly items is affordability, with 72% of customers placing primary importance on the cost when purchasing clothing or accessories. This figure starkly contrasts with the mere 15% who decide based on the sustainable credentials of a product.
The survey further uncovers a disparity along gender and generational lines, with women and the elderly emerging as more eco-conscious. Around 71% of female consumers make a conscious effort to avoid plastic packaging compared to 60% of male patrons. A similar trend is visible among different age brackets, where nearly 75% of those above 55 steer clear of plastic packaging, compared to just 53% of the 18-24 demographic.
Efforts to enhance product longevity are also on the rise, with 48% of people opting to wash clothes at lower temperatures to maintain their appearance for longer. The research also favours second-hand shopping and item refurbishments, with 27% and 28% participation, respectively.
However, despite the seemingly increasing consciousness, the research indicates that a considerable number of adults still struggle with understanding sustainability labelling. While 59% displayed confidence in decoding clothing labels, this number dwindled to 40% when it came to understanding a company’s commitment to sustainability.