The qualitative study highlights that overall, participants had a very low level of understanding about eco products and only considered eco qualities if other factors like price, quality and specification was not compromised. Environmental considerations were the 10th most significant influence well below price and brand.

Marcus Gover, Director of Market Development for WRAP said: “These results highlight the need for manufacturers, retailers and WRAP to work together to move environmental considerations higher up consumer’s tick list when they consider purchasing a new product.”

The study highlights a need for retailers and product developers to communicate clearly to customers what benefits eco products have and how quality is retained as they consider their purchases. The messaging could dispel the myth that an eco product is not a high quality item and detail how this product could save energy over another. Even durability may not be valued if consumers do not recognise the brand offering it.

WRAP will use this study to help industry partners to identify where customers need to receive clearer product information and where industry can more clearly communicate the benefits of more sustainable products. The study underlines a gap that retailers are failing to capitalise on in the marketing of sustainable products; WRAP will work with partners to use this data to influence product marketing and communications.