According to a study conducted by packaging producer Smurfit Kappa, consumers have been demanding more sustainable packaging from brands for their online fashion purchases since the covid-19 pandemic.
The survey of consumers in Germany, Ireland, the Netherlands and the United Kingdom reveals that 41% of people have become more environmentally conscious since the start of the health crisis in March when buying fashion clothing and accessories via e-commerce.
25% of fashion consumers say they do online research on a brand to assess its level of sustainability, 35% do not make a purchase if they find out that it does not use environmentally friendly packaging and 23% have bought products from a fashion brand based on its sustainability credentials
The Smurfit Kappa survey also reveals that lack of information (34%), lack of sustainable options (32%) and cost (30%) are the top three barriers to more sustainable e-commerce purchases. And 57% of people say they would like to know more about retailers' sustainable packaging efforts.
This study also shows that the sustainability of packaging has a greater positive impact on their perception of their purchase than traditional marketing techniques.
The majority of people say that the efficient use of materials (62%), the use of sustainable materials (61%) and the durability credentials of a brand (56%) give them a good impression of their online purchase once they have their package in hand.
And the study shows the importance of e-commerce: almost half of consumers buy fashion items online at least once a month, both women and men (44% and 43% respectively).
"Consumers want online fashion brands to act responsibly and take into account the social and environmental impacts of their activities, says Arco Berkenbosch, Vice President of Innovation and Development at Smurfit Kappa. Fashion brands, and more broadly all brands, must adapt to consumer demands for sustainable development, at the risk of losing customers."
