New research points out that growing concerns about the environment and sustainability play an important role in consumers’ clothing purchase decisions, and for apparel brands and retailers. In other words, transparency is becoming more and more important in the use of natural fibers.
The recent research report released by “CottonUSA” comes from a study commissioned by Cotton Council International and led by Harris Insights and Analytics . Its research found that 86% of people around the world are considering sustainability and the impact of their decisions on all aspects of daily life, and 57% said that in the past year, they have thought more about sustainability than before. .
Although “American Cotton” found that consumers are most concerned about sustainability, including the purchase of food, home appliances, automobiles, etc., 61% of respondents said they also care about sustainability and environmental impact when buying clothes. As part of the study, nearly two-thirds of participants indicated that they would make more efforts to find clothing labeled “environmentally-friendly.”
Furthermore, when asked why they care about sustainable development, 38% of consumers said they support brands and brands that are conscious and have a positive impact on the environment. Retailers are crucial. This is followed by a negative stance against companies that treat employees unfairly (35%) or do not include sustainable practices as part of their manufacturing processes (33%).
Stephanie Thiers-Ratcliffe, European brand director for the retailer business of “American Cotton” said: Today, global brands and retailers must establish and maintain a strong and sustainable image to maintain Transparency gives consumers insight into the actions they take.
We are particularly focused on cotton, with an “overwhelming” majority of the world’s consumers (83%) saying they believe the fiber is safe for the environment, with 69% of consumers believe that U.S. cotton is viewed as an environmentally safe choice. In addition, 100% of consumers believe that cotton fiber and sustainability are related and more important than other fabrics such as wool, silk, polyester, Rayon or spandex.
This study is based on 7,365 interviews conducted in the United States, the United Kingdom, India, Germany, Italy, Mexico, and China (at least 1,000 interviews in each country).
