£0.50 Clothing Charge Backed by UK Shoppers for Textile Recycling
New research reveals strong public backing for visible charges on clothing to support better recycling and sustainable fashion in the UK. A survey of over 2,000 shoppers, carried out by sustainability consultancy WEFT and QSA Partners and supported by the University of Leeds’ Back to Baselines programme, found that clearly labelled fees could play a key role in shaping a more circular fashion industry.
Visible EPR Fees Seen as Fair and Effective
Participants responded positively to the idea of an Extended Producer Responsibility (EPR) charge being added at the point of sale. Rather than hiding the cost in the total price, most shoppers preferred to see a small, transparent charge directly on the product. According to the study, a charge of 50p per garment is unlikely to raise concern for most buyers, and even £1 on clothing priced above £40 would generally be accepted.
Only when fees rise to £5 or more do they start significantly influencing purchasing behaviour – encouraging consumers to consider sustainability more seriously in their buying choices.
Shoppers Want Clarity, Not Complexity
Transparency was a recurring theme throughout the research. Over 80% of those surveyed said they favoured clearly visible charges and supported the introduction of a straightforward labelling system to explain the environmental footprint of a garment. A “traffic light” style indicator – showing green, amber, or red – was seen as a particularly helpful tool to guide decisions at the till.
Kristina Bull, co-founder of WEFT, explained:
“People told us loud and clear that they want honest, simple information. A charge alone isn’t enough – it must be communicated clearly and help consumers understand the ‘why’ behind it.”
The Power of Language and Presentation
The study also shed light on how terminology influences public acceptance. The word “charge” was preferred over “fee”, as it sounds more purposeful and less punitive. Furthermore, 70% of shoppers said they supported the idea of visible clothing charges when the reason behind them was clearly explained.
While sustainability still ranks behind price, comfort, and fit for many consumers, visible charges and eco-labelling could help shift attitudes and habits over time.
EPR Charges Could Raise Billions for Green Infrastructure
Based on existing shopping patterns, WEFT estimates that even a modest EPR charge could raise between £2 billion and £4 billion a year. These funds could be used to expand the UK’s textile collection and processing systems, accelerate the move towards circularity, and create new jobs in the green economy.
Professor Stephen J. Russell of the University of Leeds added:
“This study offers clear evidence that shoppers will support well-designed, transparent EPR schemes. It’s a strong step forward in aligning consumer behaviour with sustainability goals.”
Next Steps: Testing, Refining and Ensuring Fairness
The report concludes by calling for further consumer trials and government policy development to ensure any new system is effective and equitable. Special attention must be paid to preventing unintended financial impacts on low-income households.
WEFT and its partners believe that with the right design and communication, visible EPR charges can be a powerful lever for change in the UK fashion industry.