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64% of US shoe consumers say ready to pay more for sustainable shoes

12 Jun '21
2 min read
Pic: Shutterstock
Pic: Shutterstock

Sixty four per cent of US footwear consumers say they would pay more for sustainable shoes if marketed correctly, according to a survey by the Footwear Distributers and Retailers of America (FDRA) an technology firm First Insight. For most surveyed, that is a modest increase, with 35 per cent saying they would pay just $1-$5 more for sustainable shoes.

Shoe shoppers are willing to wait for over three days for more eco-conscious shipping to reduce their carbon footprint, if a future coupon or incentive is offered, it found.

Durability is ranked the most important term by nearly all shoe shoppers when they hear ‘sustainability’. Sixty five per cent say shoes should last more than a year to be considered durable.

Consumers view the term ‘recycled’ as the most sustainable material that brands should highlight and market.

The majority of consumers (72 per cent) want to know what ‘vegan’ means. Retailers and brands need to be more specific and clearly communicate definitions around materials (plastics or plant-based) to explain what makes it vegan, the survey found.

The results of the survey, covering over 1,000 shoe shoppers, will help companies better refine messaging, better target consumers with specific green marketing, as well as adjust sales, packaging and shipping strategies as the industry continues to pivot to e-commerce, a press release from First Insight said.

“This is one of the most important footwear reports for brands and retailers this year. It will help brands and retailers improve their 'eco' marketing techniques, increasing sales, but it will also serve as a critical baseline standard for legal compliance for marketing sustainable shoes in line with Federal green guidelines,” said Andy Polk, senior vice president at FDRA and the footwear industry’s Sustainable Working Group lead.

“The focus on sustainability continues to rise and accelerate in society and in retail. Consumers want products and brands that align with their personal values,” said Gretchen Jezerc, senior vice president marketing at First Insight.

Fibre2Fashion News Desk (DS)

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