Survey Finds Authentication Capabilities Will Drive Consumer Interaction With Digital Product Passports

By Sarah Clark

More than half of the respondents (56%) to a consumer survey of attitudes to interacting with digital product passports (DPPs) in the fashion sector have cited product authentication as the key priority, followed by care and maintenance instructions (45%) and composition (44%).

Seven in ten survey respondents (71%) said that they believe DPPs will increase trust in brands and 49 per cent expect it to lead to greater brand loyalty.

Cost (37%), fear of counterfeiting (29%) and greenwashing concerns (22%) are currently the main barriers to purchasing sustainable apparel, the survey by DPP solution provider Certilogo and SDA Bocconi also found.