UK consumers are supportive of visible Extended Producer Responsibility (EPR) charges on clothing to boost recycling and promote sustainable fashion, according to new research from WEFT and QSA Partners, supported by the University of Leeds Back to Baselines programme.

A comprehensive study, involving over 2,000 UK shoppers, found that a visible charge on clothing items could significantly enhance funding for textile recycling and reuse without deterring consumers. Consumers don’t want things wrapped up in an overall cost or for brands to make decisions for them.

A modest fee of £0.50 per clothing item would largely go unnoticed by shoppers, while a £1.00 charge on higher-priced garments (above £40) would also be acceptable. In the past figures as low as one penny has been mooted – consumers told us that they would tolerate far more. Interestingly, charges of up to £5.00 per item would be required before significantly influencing purchasing decisions toward more sustainable products.

Kristina Bull, co-founder of WEFT said: “Consumers clearly told us that transparency is essential. They want simple, visible information at the point of sale to help them make sustainable choices. It’s encouraging to see such widespread support for practical steps towards greater sustainability in fashion.”

Transparency emerged as a critical factor, with over 80% of respondents favouring a clearly displayed charge at the point of sale. Shoppers showed a strong preference for a simple, traffic-light style labelling system indicating the environmental impact of products.

“This research provides critical insights into consumer tolerance and preferences for EPR charges on clothing,” said Professor Stephen J. Russell of the University of Leeds. “It clearly demonstrates how small, well-communicated charges can help drive meaningful changes towards a more circular economy.”

Key findings from the study include:

• Brands and manufacturers are urged to keep messaging simple: Consumers prefer the term “charge” over “fee,” emphasising clarity and purpose.
• 70% of shoppers support introducing visible charges when clearly explained.
• Sustainability remains secondary to price, comfort, and fit, yet clear labelling significantly boosts consumer willingness to choose sustainable options.
• Tolerance for an EPR charge was consistent across all income groups.

Introducing a small charge could generate between £2 billion and £4 billion annually, which could significantly enhance textile collection and recycling infrastructure, support the transition to a circular economy, and stimulate green job creation. Crucially, if implemented correctly, this initiative would not place a financial burden on the exchequer.

WEFT and partners recommend further testing of consumer responses to EPR charges and clear labelling systems. They also stress the importance of designing policies that do not disproportionately affect lower-income groups.

WEFT, a leading independent organisation driving fair and balanced textile EPR systems in the UK, is planning additional research in autumn 2025 to further refine these findings, supported by the Back to Baselines programme.

Read the full report here

UKFT has been working closely with QSA Partners, WEFT and a number of other partners on a project to explore the implications of extended producer responsibility (EPR) for the UK fashion and textile industry and to incentivise circular economy principles across the supply chain. Find out more about the EPR data sandbox project here.