‘Consumers want energy-efficient white goods,’ says LG

More than half of British consumers consider the energy efficiency of washing machines when making a purchase, according to new data.

Research commissioned by Korean technology giant LG has found that a quarter of Brits considered the environment and climate change to be their biggest concern for future generations. This was ahead of fears over the cost of living (23 per cent).

To combat these fears, many said they would be willing to make changes to their lifestyle, including putting off washing clothes to save the environment (26 per cent).

Around 40 per cent of woman would wear a pair of jeans up to three times before washing, while men were willing to wear jeans at least 11 times before washing (19 per cent).

Over a fifth of men (21 per cent) also admitted to wearing underpants up to three times before washing them, and a quarter of women (26 per cent) said they would get six or more wears out of a bra before putting it in the wash.

Despite our intentions to care more about the environment, 16 per cent of respondents admitted to feeling guilty when they had a bath instead of a shower, as it negatively impacts the environment. Interestingly, women felt more guilt over this, with 18 per cent compared with 12 per cent of men.

Looking at the nation’s laundry habits, it found that five per cent admitted to washing clothes 31 times or more a month. However, the majority (73 per cent) did an average of 11 washes a month and only when they had a full load.

Carolyn Anderson, LG head of marketing, commented: “From the study, we can see that cost and reliability are no longer the only key factors when it comes to purchasing home appliances. More than half of consumers in our study are considering the energy efficiency of white goods, before they buy. LG recognises this demand and recently launched its Centum System washing machine, acknowledging the consumers’ desire to be more considerate to the environment, by offering measurably increased efficiency and reliability, backed by a 20-year warranty.”

LG’s research was based on a sample of 2,000 UK adults.