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

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 brands, he knows that if he plans to wear the shirt once a week (so roughly 50 times per year) the lower-quality shirt will last him about a year. After that, he will need to replace it. The high-quality shirt will be good for at least four years. But clearly, the high-quality…

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