Top 3 Things Sustainable Shoppers Look For Before Buying

Top 3 Things Sustainable Shoppers Look For Before Buying

Lenzing Group (Lenzing) has announced important findings from its Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles. The survey, conducted earlier in 2020, assessed the views of ecologically conscious consumers about sustainable clothing and home textile products, as well as their views of sustainable | Learn more on Commonshare | raw materials and important features of green products. 
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The Survey 
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The online survey asked 9,000 respondents in nine different countries between the ages of 18 and 64 about their habits, knowledge, perceptions, and preferences. The key findings provided insights into the efforts these consumers have made toward a sustainable lifestyle, the level of knowledge they have of the raw materials used in their clothing and home textile products, their own perceptions of brands, and their preferences with regard to product descriptions. 
According to Lenzing, the findings also reflect the imminent need for both the clothing and home textile industries to collaborate to provide consumers with more transparent information about the products they purchase. This is important for enhancing consumer trust and maximizing business potential.
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Three Key Findings 
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Three particularly significant findings of the survey include:
1). Conscious consumers actively engage
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Conscious consumers are actively engaged in pursuing sustainability and are constantly educating themselves about raw materials. Almost all (86%) said that purchasing clothes made from sustainable raw materials is a key component of living a more sustainable lifestyle, and they prioritize brands that are committed to sustainable raw materials or recycled materials | Learn more on Commonshare |.
The survey also found out that the majority of respondents actively research the production processes of products before purchasing. They also tend to read label hangtags. Most are also willing to pay more – an average of 40% – for clothing or home textiles with descriptions that reflect a commitment to sustainability. 
When sustainable-conscious consumers shop for clothing and home textile products, they consider material type to be their most significant consideration, above price, design, brand reputation and function. 
2). They like ‘Eco-friendly’ and ‘Natural’ products, also ‘Biodegradable’ and ‘Recyclable’
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The survey asked respondents about their definition of sustainable clothing, and they answered that products that are processed or manufactured using humane and eco-responsible production processes and products made from natural, organic, or botanic materials ranked highly.
Over 80% said they were “extremely interested” or “very interested” in sustainable fashion and in purchasing clothing made from sustainable raw materials. 
Half of the respondents said that they would be more likely to purchase a product if it was described as “eco-friendly” or “natural,” and over 60% said they would be more likely to purchase something with a “recyclable” | Learn more on Commonshare | or “biodegradable” afterlife | Learn more on Commonshare |. 
3). Brands with greater transparency can gain greater trust
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Respondents said that transparency with ingredients (83% of respondents) and origin of raw materials (82%) is a good sign of trustworthiness. At the same time, respondents believe that brands that are transparent about production processes (82%), sustainable practices (81%), and where their raw materials come from (82%) are trustworthy.
While respondents were clear that knowing what raw materials were used in their clothing | Learn more on Commonshare | and home textile products was important for building confidence in a brand (87%), they also believed that knowing the brand’s environmental impact when deciding to purchase (87%) is very important. 

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