Labels that highlight the environmental impact of clothes see shoppers make more eco-friendly fashion choices, research published on Tuesday morning suggests.
According to the study from the Economic and Social Research Institute’s (ESRI’s) Behavioural Research Unit, a colour-coded eco-labelling system could dramatically alter how consumers shop for clothes and see more people seek out more sustainable options.
The research, funded by the Environmental Protection Agency (EPA), tested two types of eco-labels with a representative sample of 1,200 adults shopping in an online store offering real products at real prices.
Participants knew that some of them would be randomly selected to receive the clothes they chose.
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In one version of the store, participants saw a simple label applied only to the most sustainable products, based on existing EU policy.
In another, they saw a colour-coded A to E “eco-score” label applied to all products.
Both labels increased the number of sustainable clothes purchased, but the eco-score label was twice as effective.
Compared to those who saw no labels, participants who saw the eco-score label chose 20 per cent more sustainable items and were more than twice as likely to buy only from the most sustainable brands.
Globally, the textile industry generates between 5 and 10 per cent of the world’s greenhouse gases, which is more than air travel and shipping combined.
Ireland is among the largest producers of textile waste in Europe, consuming over 50kg of textiles per capita per year, which is more than double the European average.
The average garment is worn 40 per cent less than it was 15 years ago and two-thirds of Irish textile waste is disposed of through domestic refuse collections, with the rest collected via textile banks and charity shops.
Despite the impact it has, the study found that most consumers underestimate the environmental damage caused by clothes, with many overestimating the sustainability of familiar brands.
The research pointed to strong public support for introducing eco-labels, both online and in-store.
“Many consumers want to make more sustainable choices, but they need clear and trustworthy information at the point of sale,” said Dr Shane Timmons of the ESRI’s Behavioural Research Unit. “While buying fewer clothes or second-hand options are often the most sustainable actions, eco-labels can help shoppers make more informed choices when buying new – and help more sustainable brands stand out.”
Dr Darragh O’Neill of the EPA welcomed the report and noted that textiles have a “significant impact on our environment, but many consumers are either not aware of or underestimate this link”.
He said the research highlighted how behavioural science “can be used to assess new solutions, such as eco-labelling, with the goal of supporting consumers in making more environmentally informed choices.”
