Many US consumers would pay extra for sustainable shoes
A considerable proportion of US consumers are looking for sustainable footwear.
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Recent research by the Footwear Distributers and Retailers of America (FDRA) and technology company First Insight into the buying habits of more than 1,000 shoe shoppers in the USA suggests that 64 per cent of them are prepared to pay more for ‘sustainable’ shoes. The maximum extra amount these shoppers are willing to spend appears to be $5. The study also claims that a proportion of shoe buyers are prepared to wait more than three days to take delivery by more environmentally-friendly transport in order to reduce their carbon footprint.
The most important characteristic expected by consumers looking for sustainability is that of durability, with 65 per cent of respondents saying that shoes should last for more than a year to be viewed as ‘durable’. Another point noted is that almost three-quarters of the consumers questioned are looking for an accurate definition of ‘vegan’.
This suggests that companies in the footwear supply chain must improve in how they communicate their definition of vegan materials, whether plant-based or plastic. The principle of recycling was also stressed as being key for sustainable offerings.
This article was originally published on page 2 of the July/August 2021 issue of SATRA Bulletin.