The results of a survey carried out by the Doxa institute at the request of the Tanning Union, Unic, consumers prefer Italian leather as a result of its technical superiority, quality and the industry’s respect for the environment.

Research was carried out in Italy, Germany and the United States on a significant sample of final consumers, analysing the level of sensitivity and the consequent propensity to purchasing and willingness to spend connected to environmental excellence. From the study it emerged that Italy was considered better or much better than the main international competitors in the leather sector; and over 80% of the consumers interviewed stated that they were willing to spend more to have the guarantee of a product obtained respecting the environment and people.

According to the study, leather production is considered less damaging to the environment than other types of material, especially synthetics. It was also revealed that whilst consumers value the quality of the leather, a guarantee of respect for the environment and for human rights and price were equally important factors in influencing purchases.

The Doxa research, commissioned by Unic, came about within the activity foreseen in a Memorandum of Understanding signed by the Association of Italian Tanners and the Environment Ministry, whose priorities are to provide incentives and promote specific environment initiatives. Promoting environmental value on the market is one of the main objectives of the agreement. The Doxa research highlighted how efforts made by tanneries to protect the environment (which can imply costs exceeding 2% of the turnover) may actually be profit bearing investments.