New research shows 87% of UK consumers consider the recyclability of the packaging of fashion bought online or by mail order is important when making their purchasing decision.
The study was conducted by Aquapak and found that when it comes to the environmental harm caused by plastic, 58% of consumers said it is plastic breaking down to microplastics in the ocean and harming wildlife which concerned them most.
This was followed by plastics going to landfill (24%) and being incinerated and causing more pollution (12%).
Over half the respondents (52%) said that poor packaging recyclability for items such as clothes, sunglasses and accessories puts them off buying items online or by mail order altogether.
Findings also showed that currently 28% of UK consumers buy one fashion item online each month, a further 15% buy two every month and 18% purchase three or four items each month; and the majority (86%) said items they receive are usually packaged in some form of plastic.
Mark Lapping, chief executive, Aquapak, said: [It is two years since Fashion for Good published its report into the use of polybags in the industry and our research shows that the industry is still heavily reliant on single use plastic, despite the fact that consumers are increasingly concerned about the recyclability of packaging and where it eventually ends up.
[There are commercially available alternatives which have all the properties of plastic but can be disposed of easily without harming the environment. Such technologies are slowly being adopted by brands committed to sustainability, but this needs to be accelerated across the industry to achieve real change."
Aquapak has developed a new biodegradable, non-toxic and water-soluble polymer called Hydropol which it insists is stronger than alternatives and is designed to be used in existing thermo-processing equipment.
It also claims to enable up to 100% paper/board recovery whatever the percentage packaging makeup.
The firm says it is biodigestible, non-toxic, dissolves in water and is marine safe because it subsequently biodegrades, yet still provides the much-needed functionality required to ensure products reach consumers in perfect condition.
Fashion brand Finisterre has signed up to use Hydropol with a paper mailing bag concept.