Global Japanese apparel retailer UNIQLO and SFT have jointly conducted their third consecutive “Survey on Consumer Perceptions of Sustainable Fashion in Hong Kong”. This survey aims to explore consumers' views and opinions on sustainable fashion and enhance public awareness in these regions. Conducted in July 2024 through online questionnaires, the survey involved 1,409 Hong Kong consumers from various age groups and professions to assess their willingness and motivations regarding clothing recycling. The findings aim to encourage collaboration among the fashion industry and various stakeholders to promote sustainable consumption practices.
Hong Kong Consumers Show a Good Understanding of the Sustainable Development Goals (SDGs) and holds a Positive Attitude Towards Waste Recycling
The third-year results of the survey indicate a positive trend in consumer awareness of the Sustainable Development Goals (SDGs) in Hong Kong, reaching 70%, indicating a significant level of awareness for environmental issues in society. Additionally, survey results show that many consumers perceive the recycling process as simple (54%), find collection points convenient (45%), and consider the environment of collection points clean and orderly (44%), which lays a solid foundation for further promoting recycling activities.
Over 40% of Consumers Keep Clothes for Less Than 3 Years, but Recycling Intentions Hinge on Community Support
The survey also analyzed the shopping and disposal habits of Hong Kong consumers. Results indicate that 10% of consumers purchase over 21 pieces of clothing per year, and approximately 20% wear each piece of clothing less than 10 times on average, with over 40% keeping clothes for less than three years. The main reasons for clothing being idle or discarded include damage (26%), outdated styles (17%), quality below expectations (15%), size mismatch (14%), and inconvenience in the recycling process (10%). The most common methods of disposing of clothing are:
- Placing them in recycling bins (25%)
- Giving them to family or friends (20%)
- Upcycling for other uses (17%)
- Donating to charity organizations (14%), selling second-hand clothes (14%)
- Directly disposing of them as trash (10%)
According to the Environmental Protection Department’s waste statistics for 2022[1], an average of 388 tons of textile waste were disposed of in landfills daily, with a recycling rate of only 11%. 90% of consumers in this survey express an intention to recycle clothing, the statistics indicate that most consumers have not developed the habit of recycling, highlighting a gap between intentions and actual behaviour. The survey also asked respondents why they had not participated in clothing recycling, with over 22% citing inconvenient recycling locations, another 22% finding the process troublesome, and 20% not understanding recycling channels and measures. Further analysis indicates that Hong Kong consumers’ recycling behaviour is primarily driven by intrinsic motivations (such as enjoyment and self-satisfaction) rather than external factors (such as financial incentives). To encourage clothing recycling, communities and stakeholders should provide sufficient support, resources, and promotion to align with consumers’ recycling intentions.
50% of Consumers Are Willing to Pay Repair Costs Equal to 10% of the Clothing Price to Extend the Life of Clothing
In addition to clothing recycling, the importance of cherishing items and reusing instead of merely consuming is emphasized. Survey results show that over 60% of consumers have the habit of repairing clothes. Among those without this habit, the main concerns include inconvenience in the repair process (22%), lack of knowledge on how to repair (20%), and high repair costs (18%). Notably, 50% of respondents are willing to pay no more than 10% of the clothing price as repair costs, indicating a readiness to support sustainable consumption practices and reduce waste. This finding aligns with last year’s survey results, which suggested that cost is not the primary factor considered by consumers in implementing sustainable consumption practices.
Consumers Look Forward to Fashion Brands Collectively Promoting Recycling
According to the survey, the public believes that fashion brands should enhance their efforts to promote recycling. Consumers expect incentives such as shopping discounts or cash rewards for recycling (25%), collaboration with environmental organizations (22%), provision of clothing repair services (22%), and enhanced educational and promotional activities (17%). Based on these results, SFT emphasizes that businesses should actively engage in recycling education and promotion through cooperation with the government and communities, particularly in the realm of clothing recycling. Utilizing social media and peer effects, businesses can promote broader recycling behaviour, benefiting the economy, environment, and society.
Dr Fan Di, Assistant Dean and Associate Professor of SFT, who coordinated this survey, stated: “The survey results indicate that the impact of recycling information from government and public organizations on consumer behaviour is significant. Policymaking should focus on enhancing consumer awareness and understanding of recycling activities, increasing public awareness of the environmental harm caused by unrecycled waste, and clearly explaining recycling methods and benefits. Government and public institutions can leverage various media channels, educational programs, and advertisements, along with social media and community organizations, to strengthen information sharing and promote environmental protection, inspiring greater public participation in recycling.”
[1] Source: “Monitoring of Solid Waste in Hong Kong – Waste Statistics for 2022” by Environmental Protection Department
