And one in 10 claims it’s “too hard” to buy products made from recycled materials and refillable beauty products. The research among 2,000 consumers was commissioned by department store Selfridges as part of the brand’s wider sustainability programme. Half of those polled are put off buying from a business which does not stock environmentally-friendly products or brands. It also emerged two thirds of Generation Z shoppers aged 18-24 are more concerned about climate change and sustainability issues than they were just one year ago.

More than three quarters of this age group say wanting products which reduce waste is their biggest environmental concern when choosing what to buy.

Daniella Vega, the head of sustainability for Selfridges, said: “This survey data supports our understanding of our youngest adult fashion shoppers, for whom there is no compromise when it comes to seeking out style that doesn’t harm the planet.

“We are committed to buying better and inspiring change so that our customers can do the same.”

The research also found choosing second-hand fashion is most popular with Gen Z with more than half shopping for second-hand and vintage clothing – far more than those aged 45 or older.

But the study, carried out by OnePoll, determined three quarters of all adults believe retailers have more work to do to educate consumers to shop more sustainability.

As a result of the research, cult fashion marketplace Depop has teamed-up with Selfridges to open a pop-up in its Oxford Street flagship store.

Daniella Vega added: “We are excited to be taking the lead in sustainable fashion by this first-of-its-kind collaboration with Depop in the UK.

“Selfridges takes seriously its responsibility to protect the environment and our Buying Better Inspiring Change initiative always looks for ways to push the boundaries in luxury retail – to challenge the norm.”

Peter Semple, Depop’s chief marketing officer, said: “Sustainability is changing the landscape of fashion and the Depop community is helping to define this movement.

“Depop’s mission is to empower the next generation to transform fashion.

“Our collaboration with Selfridges is an exciting opportunity for members of our community to extend their reach offline, take their business to the next level, and change perceptions of the industry’s potential.”

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