Even as awareness and demand for sustainable products are on the rise, consumers are reluctant to make the move at the checkout stage, says a global report from the British Standards Institution (BSI). The report, The Tipping Point: Building Trust in the Circularity Economy, authored in association with the Cambridge Institute for Sustainability Leadership, finds that while interest in sustainability is accelerating, fears regarding quality, safety, and reliability continue to inhibit comprehensive transitions towards circular consumption patterns.
Surveying more than 8,000 individuals globally, the study discovered that 53% describe themselves as early adopters of circular habits—recycling, reusing, or purchasing secondhand—but purchase rates are far below. While two-thirds of participants point to environmental concerns as an important driver, just 35% are keen to purchase secondhand clothing, with similar or lesser readiness for refurbished furniture (29%), wonky food produce (25%), or secondhand scooters and bicycles (22%).
The report also reveals strong expectations for sustainable fashion practice among high-end brands. In the UK, 42% of consumers anticipate luxury brands being able to use sustainable materials, and globally there are expectations from 40% for luxury to 29% for low-price online retailers. But despite pressure, willingness to pay a premium for circular products is not moving. The number of consumers willing to spend more than £200 on a sustainably produced product is almost equal to those who will spend the same on a traditional product.
This disconnect—a phenomenon which has become popularly referred to as the “say-do gap”—is compounded by what BSI describes as a “fear factor.” Over half of respondents said they feared compromising on product quality (56%), safety (51%), and reliability (49%) in the case of reused or repaired products. Lack of confidence in environmental claims is another major inhibitor, with almost a third of consumers stating this as a reason. Yet 59% did indicate that a trusted certification or label would increase confidence.
Although 76% of interviewees admitted that their consumption patterns influence circularity, the global proportion of reused materials within the economy has fallen—7.2% to 6.9% over recent years.
BSI CEO Susan Taylor Martin stated that the research emphasises both the challenge and opportunity of scaling the circular economy. She said that consumers are spurred on by sustainability, but concerns over quality and trust are holding back. She added that for circularity to gain ground, brands need to get past green washing and provide evidence—through performance, design and certification—that circular products are as good as conventional ones.
