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High price barrier to eco-conscious fashion in US: survey
May '18
Courtesy: Timberland
Courtesy: Timberland
Around two-thirds of US consumers care at least a little about eco-conscious fashion, with more than half of them saying at least some of their current wardrobe is eco-conscious, according to a survey by American outdoor lifestyle brand Timberland. Consumers said the top factor preventing them from buying eco-conscious fashions is high price.

The 2018 Timberland Wardrobe Values Survey was conducted on 1,000 men and women to understand the importance of environmental impact of their style choices.

Men in the United States are 52 per cent more likely than women to say they care a lot about eco-conscious fashion, the survey found.

Around two-fifths of the respondents said they were motivated to buy eco-conscious fashions because they feel good when they buy something that helps a cause. Another motivator was knowing the product minimizes its negative impact on the environment, 36 per cent of respondents felt, according to a press release from the company.

For men, the motivation to buy eco-conscious fashions seems to be less altruistic and more self-interested. For some men, wearing eco-conscious fashions brought social credibility, as they said they liked posting their styles on social media. Women were relatively lesser in this category.

Donating clothes to charity is the best way to get rid of clothes, according to 70 per cent of the respondents, with 36 per cent giving clothes away to friends or family and 28 per cent choosing to recycle them.

But women have the edge over men when it comes to disposing of clothes in an environmentally-responsible way, and are 14 per cent more likely than men to donate old clothes, whereas men are 82 per cent more likely than women to throw their old clothes away. (DS)

Fibre2Fashion News Desk – India

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