If priced equally, consumers are 16% more likely to purchase a garment if the label states ‘Recycled.’
If 5 euros more, they are only 5% more likely to purchase a garment if the label states ‘Recycled.’
The concept of ‘recycled,’ however, is not as valued by consumers as the concept of ‘organic.’ Consumers are x2 more willing to pay extra for Organic Cotton than Recycled (10% vs 5%).
It is believed that consumers don’t understand the amount of water required to grow cotton nor the impact organic cotton vs recycled materials has.
A deeper study could be conducted to discern whether ‘organic cotton’ has an environmentally friendly connotation to consumers or is valued because it is better for their own health/ skin.
Consumers are sensitive to the fact that the materials are Recycled.