Eighty-six percent of American consumers believe that sustainability is a goal that we as a human race should achieve, but 48 percent didn’t know where to get sustainable clothing, and 42 percent were unsure about what it really is that makes clothing sustainable.
SUSTAINABILITY is a trend that everybody should hop on.
However, adopting a sustainable lifestyle can be a challenge for many.
Studies show that despite wanting to make the switch, consumers still get a bit confused with sustainability in general.
In fact, according to US biotech firm Genomatica, 86 percent of American consumers believe that sustainability is a goal that we as a human race should achieve, but 48 percent didn’t know where to get sustainable clothing, and 42 percent were unsure about what it really is that makes clothing sustainable.
As for fashion, sustainable consumers are looking for brands that have products that are less environmentally harmful (i.e. excess consumption, carbon emissions, and water pollution).
This change is caused by their awareness of how harmful the fashion industry can be for the planet, if not done sustainably.
During the study, one respondent said, “It’s somewhat difficult to make sustainable choices because I’m never really sure what sustainable means, particularly with clothing.”
Many people, however, are making the right guesses or choices. They pay attention to what materials and chemicals go into the clothes in the production process.
Consumers also pay attention to which brands are committing the grave sin of greenwashing, just to lure sustainable individuals to buy their products. This is why some people prefer to have sustainability labels to help misinformation and control greenwashing.
The research was done through an online survey prepared by Method Research that was distributed by Dynata among 2,000 teenagers and adults in the US. It was conducted from March 31 to April 8, 2021. (EFO)
Tags: #fashion, #consumerism, #sustainability, #environment