Drapers’ shopper survey: the evolution of the conscious consumer

Drapers’ Sustainability and the Consumer report returns for its third edition after a four-year hiatus – a period of significant change for both the fashion industry and its customers. The latest findings – previewed below but available in full here, in partnership with Smurfit Westrock – show that environmental and ethical considerations have firmly entered the mainstream, shaping how people think about fashion, even if this does not always translate into consistent behaviour.

Based on a survey of 2,000 UK shoppers, the report reveals strong consumer intent around sustainability. More than eight in 10 (83%) say it matters to them or influences their purchasing decisions, while over half (56%) say it actively shapes what they buy. One in four (24%) report that sustainability influences most of their purchases, underlining a clear commercial opportunity for brands and retailers that can meet these expectations.

The intention-action gap

However, intent is only part of the story. Consumer behaviour continues to be shaped by economic pressures, price sensitivity and uncertainty about what sustainability means in practice. While shoppers increasingly see themselves as making more sustainable choices – with 36% now believing most of their purchases are sustainable, up from 21% in 2022 – a gap between intention and action remains.

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Encouragingly, that gap may be narrowing. Overall, the 2026 report shows that 10% more consumers now factor sustainability into their decisions compared with four years ago. Still, sustainability competes with traditional purchasing drivers. Quality and durability rank highest (86%), followed closely by price and style (both 84%). In a climate of economic uncertainty, shoppers prioritise value and longevity, meaning sustainability often acts as a secondary consideration rather than a primary driver.

The price of sustainability

Price is the single biggest barrier to more sustainable purchasing, cited by 44% of consumers. While most understand why sustainable products can cost more, the report suggests that affordability continues to limit widespread adoption. Although 77% say they would buy more sustainable items if they were cheaper, and 46% are willing to pay a premium, this willingness tends to extend only to modest price increases.

This creates a clear challenge for brands and retailers: sustainability must be positioned not as a luxury add-on, but as part of a broader value proposition that emphasises durability, cost-per-wear and long-term use. Consumers are willing to make some trade-offs – such as waiting longer for delivery or accepting fewer style options – but not at the expense of convenience or fit.

Recommerce on the rise

Alongside purchasing behaviour, the report confirms that circular fashion is gaining traction. More than half of consumers bought or sold second-hand clothing online in the past year, with particularly strong engagement among younger shoppers. Charity shops remain the most popular route for passing on unwanted items, while retailer take-back schemes and resale models are also growing. Rental services, though still niche, are beginning to attract interest as consumers explore alternatives to ownership.

Despite growing engagement, confidence in sustainability remains limited. While most consumers believe they understand the concept, only a minority feel highly confident in their knowledge. This highlights an important opportunity for brands and retailers to simplify and clarify sustainability messaging, translating complex ideas into practical, tangible benefits.

Importantly, the report shows that consumers view sustainability as more than just environmental impact. Social factors such as fair pay and safe working conditions rank as top priorities, reflecting a broader understanding of what responsible fashion should look like.

Building trust

Trust, however, remains fragile. Many consumers are sceptical about brands’ claims, particularly around fair wages, and there is strong demand for greater transparency. Increasingly, shoppers are researching sustainability credentials before making purchases, with independent reviews and third-party validation carrying more weight than brand messaging alone.

Packaging has also become a visible signal of sustainability, influencing how consumers judge fashion businesses. Clear labelling, recyclability and minimal use of materials all play a role in shaping perceptions and enabling more sustainable behaviour.

Ultimately, consumers expect the fashion industry to take the lead in driving change. Brands and retailers are seen as the primary agents of progress, ahead of both government and shoppers themselves. This reflects a shift toward greater accountability, where credibility is built through tangible action, transparency and measurable improvements rather than marketing claims.

Taken together, the findings of the full report paint a picture of a consumer landscape defined by rising expectations, cautious trust and practical constraints. Shoppers want to make more sustainable choices when it comes to fashion, but they need affordability, clarity and proof to do so. For fashion businesses, the opportunity lies in bridging this gap – turning intent into action by delivering solutions that are not only responsible, but also accessible and compelling.

• Click here to access the full report