How to sustain sustainable washing habits – How inflation and market dynamics have impacted laundry consumer behaviour in the last year and its effect on sustainable washing habits

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WHAT IMPACTS CONSUMER WASHING BEHAVIOUR?
The average washing temperature across Europe has been nearly constant for the last decade. Also, widely spread initiatives from European industry association, machine and detergent manufacturers, for example A.I.S.E “I prefer 30” campaign did not result in a further decrease. However, in the past year, unprecedented inflation and escalating energy prices has caused consumers to rethink their everyday habits, both at home and in the supermarket. The question is raised: Will significantly increased energy costs along with inflation finally change the situation and force consumers to wash at lower temperature? Moreover, is convenience outweighing sustainability, or do consumers lack awareness of the energy impact of their machines’ washing cycles?