Australian consumers are no longer buying into the throwaway culture, instead seeking sustainable options, according to new research from Monash University.
A report released by Monash Business School’s Australian Consumer and Retail Studies (ACRS) research unit has found that Australian consumers want sustainable products and are increasingly looking for more environmentally conscious shopping options.
More than half (52%) of the 1000 Australian shoppers surveyed for the latest retail monitor report ‘Spotlight on Sustainability’, say they are giving more thought to the social and environmental impact of their purchases before they buy, and are even willing to pay more for products that are ethically produced.
It also found that 85% of survey participants said that durability and repairability (73%) were priorities when making non-grocery purchases, with 38% saying they have reduced the number of new products purchased.
Nearly half (45%) are willing to pay more for ethically produced products, and 42% say they will pay more for products packaged in recycled material.
“Today’s customers are sustainability-savvy and they are increasingly contemplating the social and environmental footprint of their purchases before they buy,” report lead author Dr Eloise Zoppos said. Dr Zoppos is also principal research consultant and research fellow in the ACRS research unit, in Monash Business School's Department of Marketing.
“Pleasingly, both industry and government are taking note, actively seeking sustainable solutions to meet consumer demand and making sustainability a priority,” she added.
Over the last three months, participants in the Spotlight on Sustainability survey purchased clothes, footwear and accessories (70%), personal care (49%), household goods (42%), books and stationery (38%), consumer electronics (26%), toys and games (24%) travel and tourism (21%), media and entertainment (18%), automotive (16%) and sporting goods and equipment (16%).
The report’s findings show that consumers are keen to support locally sourced and produced goods (44%) and are increasingly aware of the benefits of offsetting carbon emissions from shipping and transportation. They are also prepared to pay more for locally produced items.
According to ACRS, consumers are walking the talk, with 96% engaging in sustainable practices such as bringing their own shopping bags and recycling product waste regularly, over the three months of the survey.
"It is clear from our research that sustainable shopping practices are important to us, and from a lifestyle perspective, most Aussie shoppers are engaging with sustainable lifestyle practices and are committing to them,” Dr Zoppos continued.
The report also found that Australian shoppers are increasingly more conscious of the environmental impact of their purchases and everyday activities and believe they can make a difference, with ACRS saying that many retailers getting on board.
Global outdoor clothing and gear label Patagonia is leading in sustainable, ACRS said, by making the promise of durable and repairable products a core promise of their brand. This is done through its “Ironclad Guarantee” offer, allowing customers to repair, replace or refund products that do not meet expectations.
Patagonia also provides DIY repair guides, repair services and even a dedicated Worn Wear Repair Hub at the Patagonia Sydney store. More recently, Patagonia donated all non-voting stock to the Holdfast Collective, a non-profit dedicated to the climate crisis. All profits, after re-investing into the business, are used as a dividend to support the non-profit organisation.
M.J Bale is expecting to commercialise zero-emission suits in the near future through its 70 stores across Australia.
M.J.Bale CEO Matt Jensen said its 70-store portfolio is already green-energy powered.
"M.J. Bale has now offset the entire carbon footprint of our products and organisation, named as Australia’s first fully carbon neutral fashion brand," Jensen said.
“We are a trailblazer in the reduction of carbon emissions in the production of men’s clothing through innovative partnerships with a range of other local companies and national sports teams, including the Australian Men’s Cricket Team and Wallabies."
And by 2025, womenswear brand Decjuba aims to be one of the most sustainable fashion retailers in Australia. This includes all aspects of the supply chain, from fabrications and garments to labels, tags and packaging.
Decjuba GM of Sustainability Paula Rogers said the womenswear retailer is exploring ways to bring more responsibly sourced and locally produced inventory to market.
"Small, continuous changes can lead to big impact,” Rogers said. “Earlier this year we launched Local by Decjuba, our first range of 100% merino wool essentials, sustainably sourced and made in Australia. The response was overwhelmingly positive and from October we will extend the range to include cotton tees.
“We are committed to working with key stakeholders to future- proof the Australian fashion industry through long-term, sustainable solutions. As a patron member of the Australian Fashion Council (AFC), we have the unique opportunity to lead this conversation.”
Other retailers are embedding sustainability into company policy and growth agendas, while the Australian consumer watchdog listed consumer and fair trading issues in relation to environmental claims and sustainability as one of their compliance and enforcement priorities for 2022-2023. It has reportedly begun its online review of at least 200 brands for misleading sustainability claims.
However, ACRS said Australian shoppers are driving sustainability changes across Australian industries.
A report published by EY Australia found that half (54%) of Australian consumers believe it’s their responsibility to drive businesses to better social and environmental outcomes. Only a third (34%) of Australians believed what they do does not make a big enough impact on the environment.
“This consumer-led sustainable product revolution is underway,” Dr Zoppos said, “and it’s a movement that is gaining momentum. Thankfully, business and government are responding to the call.”
Since 2013, ACRS has taken the pulse of Australian shoppers to investigate what drives their shopping behaviour, their channel usage and preferences, category purchases, influential touchpoints as well as their general shopping experience within and around shopping centres.