Consumption in various segments is currently experiencing a trend toward sustainable and environmentally-friendly products. This fact is also actual for the clothing industry and is supported by the external circumstances of COVID-19 that significantly influenced the buyers’ behavior (Granskog para. 1). However, the attitude towards environmental products is ambiguous since they imply a high price or go unnoticed. Even though consumers mainly strive to support sustainability, other factors such as quality, convenience, and price still significantly affect buying.
Clothing is often associated with low recycling and many purchases due to the seasonality of fashion. However, various sources claim that excessive consumption declines and buyers contribute to sustainability (Granskog para. 4; Rosmarin para. 6). Industry representatives say customers are willing to pay more for environmental products (Rosmarin para. 7). However, Baier et al. (15) found that the high price is still a limiting factor, and quality, personal style, and comfort are more valuable arguments. The problem of accessibility of environmentally-friendly clothes can be solved by offering discounts in exchange for providing old clothes for recycling.
Some other factors may also affect buying behavior and trends. For example, generation Z and millennials are more environmentally conscious and are ready to pay attention to lesser-known brands supporting sustainability (Granskog para. 8). However, brand confidence is still significant for 75% of consumers (Granskog para. 8). There is also a gender difference as the primary consumers who tend to care for sustainability are women (Baier et al., 15). Awareness is an important factor – a higher level of education implies more knowledge about sustainability, but Baier et al. (15) note that this knowledge in consumers is still limited. As information becomes increasingly available and environmental issues worry many people, one should expect increased awareness soon.
Given the above facts, it can be assumed that the current period is a transition – more consumers and manufacturers are emphasizing sustainability. However, other factors such as comfort and attractiveness still matter more, and the high price of environmental friendliness limits some buyers. Manufacturers are constantly changing, focusing on the interests of their target audience, and for this reason, they can soon present more convenient products that meet environmental requirements.
Works Cited
Baier, Daniel, Theresa Maria Rausch, and Timm F. Wagner. “The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective.” Sustainability, vol. 12, no. 7, 2020, pp. 1-21.
Granskog, Anna. “Survey: Consumer sentiment on sustainability in fashion.”McKinsey & Company.
Rosmarin, Remi. “Sustainability Sells: Why Consumers and Clothing Brands Alike Are Turning to Sustainability as a Guiding Light.”Business Insider.