people can appreciate the story behind an upcycled dress or a pair of fair-trade sneakers, but that doesn’t mean they’re willing to pay extra for it. They will, however, loosen their pursestrings, for style, quality, availability and choice, and value for money, according to Verdict, a retail analysis firm based in London. Verdict data reveals that while 60 percent of consumers say a retailer’s sustainability credentials contribute to their purchase decisions, only 15 percent say they would boycott a retailer for not being forthcoming about its policies. Furthermore, over 20 percent of consumers said they wouldn’t pay any more for an eco-friendly or sustainable product. Only 3 percent said they would pay more than 21 percent more than usual for clothing or shoes that were ethically made.
