GB: River Island launches eBay store to sell revamped items – How eco-conscious are its customers?

British fashion retailer River Island has launched its own eBay shop to offer customers second-hand and revamped fashion products. The initiative is part of the retailer’s "take-back scheme" launched in collaboration with ‘preloved fashion’ brand Reskinned.

We look at YouGov data to see what kind of environmentally responsible behaviours River Island's current customers or those who would consider buying from the brand (i.e. River Island’s audience) are willing to take part in.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - River Island's audience seems more likely than the general population to make environmentally sustainable choices.

For instance, 27% of River Island’s audience would consider buying refurbished products - something that 23% of the general population would consider doing too.

This group is also more likely than the general population to fight against waste (22% vs. 14%) and opt for reusable products (22% vs. 16%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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