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Showing shoppers the ‘cost per wear’ of their clothing choices could make fashion greener

Written by Lisa Eckmann, Assistant Professor in Marketing, University of Bath

Imagine a man wants to buy a new shirt for work that he plans to wear once a week for at least the next five years. When browsing for options, he finds one shirt from a lower-quality brand priced at £20 and one shirt from a high-quality brand for £50. Which one should he buy?

From his previous experience with the two...

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Showing shoppers the ‘cost per wear’ of their clothing choices could make fashion greener

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