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Sustainability in the Fashion Industry: Consumer Awareness and Brand Transparency

Jan 02, 2024
Sustainability in the Fashion Industry: Consumer Awareness and Brand Transparency

 

Recently, consumers have begun to pay more attention to environmentally friendly practices and sustainability. However, with this change, many fashion brands are shaking consumers' trust by greenwashing with sustainability claims. According to a study by PicoNext, 91 percent of consumers think that some brands do not actually use environmentally friendly practices in the name of sustainability.

In this period when sustainability has gained importance, it is important to understand the factors that affect consumers' product purchasing decisions. Research results show that 67 percent of consumers would be more likely to purchase a product if they had greater access to its sustainability information. At this point, brands' focus on transparency and information sharing can enable them to establish a healthy relationship with consumers.

Recyclability stands out as a standout feature for consumers. 56.1 percent of the survey participants state that the recyclability of a product is an important factor affecting the purchasing decision. Consumers also consider other information, such as material sustainability, anti-child labor statements, and waste reduction efforts. At this point, brands emphasizing the sustainable features of their products has the potential to attract the attention of consumers.

However, the impact on consumers of brands greenwashing with sustainability claims should not be ignored. At this point, transparency has an important role. 55 percent of consumers think being able to access sustainability reports via a QR code would make them more likely to read them. This means brands need to clearly communicate their sustainability efforts and ensure consumers can easily access this information.

Digital product passports are an important tool that provides consumers with detailed and understandable information about products. These passports transparently provide information about a product's entire value chain, such as raw materials, production process and recycling. 73 percent of consumers say having access to digital product passports can increase their trust in a brand's sustainability efforts.

As a result, as consumers' awareness of sustainability increases, it is critical for brands to transparently communicate their efforts in this area and build a trust-based relationship with consumers. This can both increase brand loyalty and create a positive perception for future consumers.

Posted by Abiteks

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