Consumers’ Adaptation to Sustainability in Fashion

The fashion industry generates around 5% of global carbon emissions, and consumers are a vital part of this ecosystem and supply chain. The Consumers’ Adaptation to Sustainability in Fashion report by Vogue Polska and BCG largely elaborates on the results of a comprehensive study on consumers’ perceptions of sustainability and sustainable shopping choices – 75% of consumers said that sustainability was important to them, 2/3 expressed readiness to pay more for products that are more ethical and environmentally friendly, while a price rise by 20% reduced the initial demand for sustainable apparel by 62%. The report considers price sensitivity as to whether consumer declarations translate into actions and potential spending on sustainable products. By familiarizing yourself with this publication, you will learn about importance of sustainability for consumers, their reasons for supporting or rejecting more conscious shopping, and what further actions companies should undertake, to encourage customers to make more informed decisions.