‘We’ll pay more for greener mattresses’ say shoppers

The overwhelming number of mattress shoppers would pay more if they knew it would not end up in landfill.

Research on behalf of the National Bed Federation of 1,000 consumers who had purchased a mattress between July 2022 and July 2023 found that almost three-quarters would pay more if they knew it had been designed and constructed in such a way as to avoid ending up in landfill at the end of its life.

Of those who said they were prepared to pay more, 29% said they would pay up to an extra 5%; 38% said they would be prepared to pay between 6-10% more and 19% said they would pay between 11-15% more. 

The average extra that they would be prepared to pay was just under 10% more.

 ‘When consumers were informed that around 75% of old mattresses currently end up in landfill sites, but that there are mattresses now available that have been designed so they can be completely deconstructed and fully recycled at their end of life, they were happy to pay more for these types,’ says Simon Williams, NBF head of marketing and membership.

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