Sustainability has become a buzzword in fashion retail, with almost all clothing retailers advertising more environmentally friendly products. This has been driven by an increased desire from consumers for sustainable items, as they look to minimize their impact on the environment. In fact, in a worldwide survey, over one quarter of consumers said that they had made a significant change towards buying more sustainable products. When it came to clothing in particular, three-fifths of consumers said that sustainability was at least slightly important when buying apparel, fashion, and footwear. Shoppers in the United States are no exception. There was strong agreement from Americans that the fashion industry both needs to be more environmentally friendly, and that it currently is not doing enough in this regard.
U.S. sustainable fashion purchases
There are multiple incentives for the purchase of sustainable fashion beyond the environmental benefits. When asked for the reasons they purchase eco-friendly fashion items in 2023, Americans also listed the quality, health benefits, and to support projects for a good cause. These qualities motivated sustainability-conscious fashion purchase changes in the United States. For example, almost one third of consumers tried out a new product, and almost one quarter tried out a new shop. Giving up environmentally unfriendly items proved less common however. Only 14 percent of respondents had stopped buying a certain product, and slightly fewer stopped visiting a certain store. Notably, 42 percent of those surveyed had not done any of the listed changes, showing consumers’ behavior does not always align with their sustainable shopping intentions.
Barriers to sustainability
One obstacle towards a more sustainable lifestyle is many U.S. consumers’ desire for a more extended wardrobe. When asked about their attitudes towards sustainable fashion, one third said that they prefer to buy many cheap clothes instead of a few expensive ones. One fifth said that they own many fashion items they never wear. In a separate survey, 58 percent of lifestyle consumers in the U.S. did say that they intended to purchase fewer products for the sake of sustainability, but this was lower than in other countries, such as France, the United Kingdom, and China. This issue is exacerbated by a further barrier, the price of sustainable fashion. 56 percent of fashion consumers in the U.S. said that they somewhat or strongly agreed that environmentally friendly clothes are often too expensive.
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FAQs
U.S. sustainable fashion purchases
What are the current consumer trends in sustainable fashion in the United States? ›
Consumers are also engaging in more circular economy clothing practices like shopping secondhand, and fixing old clothing. McKinsey also reports that approximately 50 percent of millennials and Gen Zers expect to purchase more garments secondhand.
What are the consumer behavior on sustainable products? ›
This trend has led to an increased preference for environmentally friendly and sustainable products and services. The decision-making process in sustainable consumption is multifaceted. Factors such as product registration, certification, public reporting, and personal beliefs intricately influence consumer choices.
What are the sustainability issues faced by the fashion industry? ›
Waste problem of the fashion industry
Only 15% is recycled or donated, and the rest goes directly to the landfill or is incinerated. Synthetic fibers, such as polyester, are plastic fibers, therefore non-biodegradable, and can take up to 200 years to decompose.
How big is the sustainable fashion market in the US? ›
02, 2023 (GLOBE NEWSWIRE) -- The Sustainable Apparel Market, as per the SNS Insider report, was valued at USD 10.22 billion in 2022.
What are the topics for sustainable fashion? ›
Sustainable fashion ideas for retailers include embracing circular economy practices such as upcycling and recycling, promoting ethical and transparent supply chains, curating slow fashion collections and on-demand production models, and incorporating innovative sustainable materials.
What are the five major trends affecting clothing choices in American society? ›
What are some major trends that affect clothing choices? More casual living, rapid communication, multiple shopping options, consumer power, and the global market place. At one time, American society was more formal and many clothing rules existed. Women wore hats and gloves and many men wore business suits.
What are the three major consumer behavior issues relating to sustainability? ›
Three important sets of attitudes that influence consumers willingness to engage with sustainability issues are perceived personal relevance, social responsibility, and trust.
What are some interesting facts about sustainable fashion? ›
McKinsey estimated that 60% of apparel items are in landfills within a year after purchase. Almost all textiles are recyclable. The fashion industry (including apparel and footwear) accounts for 8.1% of the world's greenhouse gas emissions. Sustainable fibers can save 20% of CO2 emissions.
What are the big five consumer behavior? ›
This system includes five broad traits that can be remembered with the acronym “OCEAN”: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Each of the major traits from the Big Five can be divided into facets to give a more fine-grained analysis of someone's personality.
Plastic in Textile
Today, an estimated 60% of clothing and 70 % of household textiles are made of synthetic fibres. These plastic-based textiles have a significant impact on the environment and climate throughout their life cycle due to emissions of greenhouse gases and pollutants.
Who is the target audience for sustainable fashion? ›
Demographic Characteristics
According to research, sustainable fashion shoppers are educated, environmentally-conscious individuals between the ages of 25 and 44.
What is the most sustainable fashion brand? ›
Patagonia is one of the biggest leading brands in sustainable fashion. They are known for their commitment to the environment and to promoting sustainability and ethical business practices throughout the clothing industry. Find out more about Patagonia's environmental ethos here.
What are the key trends in sustainable fashion? ›
The most sustainable fashion prioritizes recycled, upcycled, or organic materials, minimizing environmental impact while promoting circularity and resource efficiency.
What is the consumer sentiment on sustainable fashion? ›
Sentiment toward sustainability
Of consumers surveyed, 57 percent have made significant changes to their lifestyles to lessen their environmental impact, and more than 60 percent report going out of their way to recycle and purchase products in environmentally friendly packaging (Exhibit 1).
What do consumers look for in sustainable fashion? ›
Consumers can buy clothing made from sustainable materials, such as organic cotton. They can also buy clothing that is made to last. Retailers can also promote sustainable practices, such as recycling and using less packaging.
