The rise of 'conflicted consumerism' - shoppers buy fast fashion but want to be green

And the situation is making it harder for retailers and suppliers because consumers are simultaneously demanding value for money as well as products and services that tap into their sustainable values.

That’s according to the latest research from international e-commerce and mail delivery firm Asendia whose original research of over 8,000 global shoppers (including 1,000 UK shoppers) has resulted in its ‘How To Sell Direct In The Age Of The Conflicted Shopper’ report.

Overall, it showed price now tops consumers’ key considerations for 56% in their buying decisions, closely followed by value for money (55%). Yet despite cost-of-living pressures, 65% of British shoppers consider themselves to be sustainably-minded in their consumption habits, rising to 77% of Gen Z-ers.

Meanwhile, 75% of UK shoppers plan to cut back on spending in 2023 due to economic uncertainty, and consumers are also re-evaluating how and what they buy to minimise their environmental impact.  

Over half (54%) plan to consume less but more sustainably by purchasing pre-loved or secondhand items in 2023, rising to 59% of UK Millennials, while a further 23% intend to buy less by extending the life of the products they own, using retailers’ repair or upcycling and circular retail initiatives.

While 65% of UK shoppers consider themselves to be sustainably-minded, the same consumers who are consciously shopping ‘green’ – with 38% buying eco-friendly products, 35% buying organically and 28% choosing low-carbon goods – are also displaying sustainability ‘vices’ within their consumption habits.

Some 17% of Gen Z who identified as sustainably-minded shoppers admitted to still buying fast fashion, despite it being renowned for its damaging impact on the planet.  

And 15% of ‘green’ Millennials are also choosing to buy denim, widely considered to be an environmentally poor fashion choice. 

Renaud Marlière, Global Chief of Business Development for Asendia, said: “There’s little doubt that cost-of-living pressures are forcing consumers to weigh up what values, such as sustainability and greener consumption, they can afford to maintain. But while household budgets remain squeezed, shoppers aren’t prepared to put price entirely before principals in their consumption habits.”