“Eco-labels” lead shoppers to choose more sustainable clothes

Labels that reveal the environmental impact of clothing brands lead shoppers to choose more sustainable options, according to new research from the ESRI’s Behavioural Research Unit.

The study, funded by the Environmental Protection Agency, used a controlled experiment in which a representative sample of 1,200 adults shopped in an online store offering real products, brands and prices. Participants knew that some of them would be randomly selected to receive the clothes they chose.

The experiment tested two types of “eco-labels.” In one version of the store, participants saw a simple label that was 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 types of 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% more sustainable items and were more than twice as likely to buy only from the most sustainable brands.

The labels did not reduce satisfaction with the shopping experience or how much people liked the clothes.

The study also found that most consumers underestimate the environmental damage caused by clothing production, while many overestimate the sustainability of familiar brands. Despite this, there was 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, Programme Manager for Research and Evidence at the EPA, welcomed the report, saying: “Textiles have a significant impact on our environment, but many consumers are either not aware of or underestimate this link. This research, conducted as part of the EPA-ESRI Socio-Economics Research Programme, shows 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.”