How big is the consumer attitude-behavior gap for sustainability in fashion? More and more importance has been placed on sustainability among customers, especially in the younger generation. Yet, fast-fashion brands are still gaining more and more customers. There seems to be a consumer attitude-behavior gap when it comes to sustainability in the industry - consumers claim they believe sustainability is important, yet their consumption habits do not necessarily align with these values. Studies have been done to determine the size of the gap to demonstrate the phenomenon. One study found that 65% of consumers said they would buy environmentally friendly, but only 26% lived up to this. Another study showed that 64.1% are willing to pay more for sustainable fashion, and 68% thought it was “fair” to do so, yet 71.5% of respondents still shopped at fast-fashion stores. Why is this the case? These are the reasons identified by academics: 🔎 Lack of availability - there might not be enough readily available options in the market. 👎 Unsatisfactory ethical options - available ethical products might not be attractive or good enough. 👯♀️ Social norms - some consumers feel obliged to keep up with trends. Fashion is highly linked with gaining acceptance, which can be more important than ethical consumption. ❓Insufficient transparency and legitimacy - consumers struggle to stay informed, in part because of greenwashing. 💰 High prices - another major pain point is pricing, as ethical clothing is oftentimes more expensive, hence customers opt for cheaper alternatives. What do you think is the way forward to closing the consumer-attitude gap? Let us know down below👇 #sustainablefashion #circularfashion #startup
Focusing on what you're buying is a great starting point for becoming more sustainable with our fashion choices, but it is harder said than done, and I completely agree that it comes with all the challenges you mentioned. If we can't help what we purchase, then another way to make your wardrobe more sustainable to be more intentional with how you use the items you do purchase. Be creative with the way you wear an item, use it multiple times, the more you wear something, the more you learn to appreciate it and care for it. It's crazy to think that we don't wear most of what we own enough times to actually get used to owning it. We need digital tools to make this process more seamless and inspirational and that's what we are building at Indyx.
Thanks for sharing! Can you share the studies for these statistics cited? "One study found that 65% of consumers said they would buy environmentally friendly, but only 26% lived up to this. Another study showed that 64.1% are willing to pay more for sustainable fashion, and 68% thought it was “fair” to do so, yet 71.5% of respondents still shopped at fast-fashion stores."
Klajdi Koci
1mo
Greenwashing campaigns destroyed the consumer's trust on sustainability claims.
Lexi Ciagne
3w
Definitely a theme we as an industry need to take a step back and investigate. How can we intensify sentiments towards the harms of fast fashion or the benefits of slow without simply being louder? Because now it's safe to say our average consumer knows... just doesn't see the harms outweighing the affordability and accessibility? How do we make them care?
Started at Surry Chemicals 12/22
1moPrice is always key. People like the idea of sustainability, but when it comes to apportioning limited disposable income, lower price generally wins. Similar to a Tik Tok where a girl wrestles with the morality of which eggs to buy when confrontated with options at grocery store: Free Range ($6), Cage Free ($4), or Regular/cruelest ($1.50). Every decent person should want to buy Free Range (also healthiest), but most can’t afford so volume seller is Regular.