Fears over hygiene, safety and quality are stopping consumers from buying reused and refurbished products, says global research from BSI.
Consumer hesitation over the cleanliness and reliability of second-hand goods is emerging as one of the most significant barriers to circular economy adoption, according to a major new global study by BSI in partnership with the Cambridge Institute for Sustainability Leadership.
Dubbed the “ick factor,” nearly half (48%) of consumers surveyed said hygiene concerns prevent them from buying refurbished or reused items—despite 68% citing environmental motivation for reusing, repairing or recycling. Quality (56%), safety (51%) and reliability (49%) were also top concerns, indicating a growing trust gap between consumer intention and action.
For circularity to thrive, businesses must move beyond sustainability messaging and prove the reliability and value of reused, repaired and recycled goods
While 76% of respondents acknowledged that their purchasing choices contribute to a more circular economy, actual uptake remains low. Only a third would consider buying second-hand technology, and just 25% said they would purchase imperfect produce.
In the UK, 64% of consumers said a recognised label to validate sustainability claims would increase their confidence in circular products—suggesting that reassurance, rather than more information, is key to driving change.
BSI Chief Executive Susan Taylor Martin said: “For circularity to thrive, businesses must move beyond sustainability messaging and prove the reliability and value of reused, repaired and recycled goods.”
The report, The Tipping Point: Building Trust in the Circularity Economy, outlines how embedding quality and safety standards into circular products can unlock wider adoption and economic opportunity.