What Are Current Consumer Attitudes Toward Sustainable Fashion?
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Article
Over the past decade, sustainable fashion has emerged as one of the most pressing topics in the fashion industry. Itâs incredibly relevant to us here at Sneaker LAB, which is why we have committed ourselves to uncovering the stories that emerge in this space, and we find ourselves continually surprised by the many angles that we can approach this subject from.
Since the âsustainable fashion boomâ, often credited to the early 2010s â which saw notions of sustainability rise above being a niche movement and into a significant factor shaping consumer behavior â we have to ask; are consumers truly shifting their habits? What motivates them to choose sustainable options, and what prevents these alternatives from becoming widely adopted? As weâve discussed before, sustainability will be the outcome of meaningful collaboration between consumers and brands as we change our approaches and thinking, together.
Since the âsustainable fashion boomâ, often credited to the early 2010s â which saw notions of sustainability rise above being a niche movement and into a significant factor shaping consumer behavior â we have to ask; are consumers truly shifting their habits? What motivates them to choose sustainable options, and what prevents these alternatives from becoming widely adopted? As weâve discussed before, sustainability will be the outcome of meaningful collaboration between consumers and brands as we change our approaches and thinking, together.
In 2024, consumer interest in sustainable fashion appears to be at an all-time high. Whether it's shoppers placing greater value on transparency and wanting to know where and how their clothes are made, or their increasing prioritisation of durability and longevity as front of mind concerns for their purchasing choices; ecological and social awareness in fashion has become mainstream. Research published in the Nature Scientific Journal, titled âHow Perceived Sustainability Influences Consumer's Clothing Preferenceâ, highlights how heightened environmental awareness is driving this demand for sustainable apparel, with many consumers now directly favouring clothing that offers even a perceived reduction in ecological impact, such as garments made from organic cotton, recycled polyester, or what the lifecycle of their purchases might look like beyond ending up in landfills.
Data from McKinsey has also revealed that sustainable claims on packaging and marketing can drive higher consumer loyalty and growth in sales for products that genuinely align with environmental, social, and governance (ESG) goals. However, consumers are increasingly scrutinising authenticity within the sustainability efforts of brands; and brands are now, more than ever, required to demonstrate legitimate, measurable impact.
A clear example of this is the mixed reception of H&Mâs Conscious Collection, which successfully attracted attention from eco-conscious buyers, while also inciting outrage and concern over âgreenwashingâ that ultimately dampened enthusiasm among critical consumers. Today, most consumers regard H&Mâs effort as lukewarm, at best.
A clear example of this is the mixed reception of H&Mâs Conscious Collection, which successfully attracted attention from eco-conscious buyers, while also inciting outrage and concern over âgreenwashingâ that ultimately dampened enthusiasm among critical consumers. Today, most consumers regard H&Mâs effort as lukewarm, at best.
Younger generations, particularly Gen Z, are leading the charge in the sustainable fashion space. They are highly engaged with issues like climate change and ethical labour, with this demographic often willing to spend more on sustainable options, although financial limitations often cause inconsistencies in their purchasing habits.
Cost remains one of the most significant hurdles, as sustainable options are often priced out of reach for average consumers. Accessibility also poses a challenge, with many eco-conscious brands focusing on limited markets or niche demographics. The dominance of fast fashion further complicates the landscape, as its affordability and convenience make it hard for sustainable alternatives to compete.
Cost remains one of the most significant hurdles, as sustainable options are often priced out of reach for average consumers. Accessibility also poses a challenge, with many eco-conscious brands focusing on limited markets or niche demographics. The dominance of fast fashion further complicates the landscape, as its affordability and convenience make it hard for sustainable alternatives to compete.
the difference between consumer attitudes and consumer actions.
The intention-action gap refers to the disconnect between what consumers intend to do and the actions they actually take and in the context of sustainable fashion, many consumers express a strong desire to make environmentally conscious choiceâyet, their purchasing behaviours often contradict these intentions, with many resorting to fast fashion due to its affordability and convenience, and to keep up with the ceaseless and never ending trend cycles in our modernised and global economy.
Sustainability itself has become a kind of misnomer, with many critiquing the term for its overuse and lack of clarity, particularly in the fashion industry. Critics argue that the fashion industry, with its reliance on high-volume production and said trend cycles, is fundamentally unsustainable, and many consumers feel their individual choices might not significantly impact broader environmental issues, leading to a sense of futility in prioritising sustainability.
Hopelessness will be our downfall, so having a clear understanding of this gap as a psychological and social phenomenon is critical for brands and us as consumers; we have to commit to doing better, even if the rewards or results are arduously won. Weâre talking about an intricate system of beliefs, behaviours, and values that shape our choices and experiences, and how this can be reflected within the context of the climate crisisâa crisis that will fundamentally reshape our world.
Sustainability itself has become a kind of misnomer, with many critiquing the term for its overuse and lack of clarity, particularly in the fashion industry. Critics argue that the fashion industry, with its reliance on high-volume production and said trend cycles, is fundamentally unsustainable, and many consumers feel their individual choices might not significantly impact broader environmental issues, leading to a sense of futility in prioritising sustainability.
Hopelessness will be our downfall, so having a clear understanding of this gap as a psychological and social phenomenon is critical for brands and us as consumers; we have to commit to doing better, even if the rewards or results are arduously won. Weâre talking about an intricate system of beliefs, behaviours, and values that shape our choices and experiences, and how this can be reflected within the context of the climate crisisâa crisis that will fundamentally reshape our world.
Every action we take, no matter how âsmallâ, will have a mitigating effect.
The study 'How Perceived Sustainability Influences Consumer's Clothing Preferenceâ, also found that consumer feedback, particularly through online reviews, is crucial in shaping sustainable fashion. It provides brands with direct insights into product strengths and weaknesses, helping to refine designs and align better with consumer expectations. Positive reviews build loyalty, while negative feedback drives innovation and enhances customer satisfaction in sustainable fashionâmeaning that direct dialogue between consumers and brands is perhaps the most powerful and most authentic path forward in building true systems change.
This is why community-building is so critical for us at Sneaker LAB, as the value of direct relationships with each of our customers and community members brings us closer to knowing how to best serve our goals as a sustainability focused brand.
Outside The LAB aims to bring you these stories across materiality, system change, dispelling myths and ultimately; instilling hope. Weâll keep discussing solutions like circular fashion models, sustainable and next-generation materials, or the critical need for transparency and technology alike, all the while advocating for collaboration between consumers and brands.
We think it's incredibly important, and we hope you do too.
This is why community-building is so critical for us at Sneaker LAB, as the value of direct relationships with each of our customers and community members brings us closer to knowing how to best serve our goals as a sustainability focused brand.
Outside The LAB aims to bring you these stories across materiality, system change, dispelling myths and ultimately; instilling hope. Weâll keep discussing solutions like circular fashion models, sustainable and next-generation materials, or the critical need for transparency and technology alike, all the while advocating for collaboration between consumers and brands.
We think it's incredibly important, and we hope you do too.
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