;
Home / Knowledge / News / Textiles / Educate consumers for sustainable shopping: NPD

Educate consumers for sustainable shopping: NPD

08
Oct '18
Educate consumers for sustainable shopping: NPD
Even as consumer interest in sustainability grows, so do the efforts by apparel industry, but there is a clear need to educate shoppers in order to make this connection, says a report. However, a rising number of environment-conscious consumers are looking for sustainable apparel and a quarter of US adult consumers said they purchase sustainable apparel.

Although consumers aren’t always aware if an apparel item is sustainable in terms of the label’s commitment to environmental and social responsibility, if they were aware almost one-third of consumers said they would be willing to pay more for a sustainable apparel item, stated a report by American market research company, The NPD Group.

At a recent panel discussion hosted by NPD and Fashion Institute of Technology (FIT), educating and informing consumers regarding sustainable fashion and sustainability were among the topics discussed. The panelists at the event pointed out that the definition of sustainability is often in the eye of the beholder, but it’s important for consumers to know that the fashion industry’s overall goal is to create a supply chain that is environmentally and socially conscious of its impact.

Young adult consumers, aged 18 years to 34 years, are most inclined to spend more on sustainable apparel, and 33 per cent of women admitted they would pay more for clothing that was described as sustainable, eco-friendly, organic, or ethical than for clothing that was not, the report revealed. On the other hand, a majority of consumers (two-thirds) were not willing to pay more for sustainability indicating they are looking for it to be a part of a brand’s social responsibility

When NPD asked consumers what their top social concern is in terms of clothing production, 29 per cent said human rights and fair wages. Human rights ranked significantly higher than consumers’ concerns about toxic dyes and chemicals, animal welfare, minimizing waste and global warming. One-third of consumers said a brand’s social responsibility and social position are extremely important to their purchase decision.

"Sustainability will continue to be an important topic for consumers and the industry in the years to come. To attract consumers, particularly young adults and women, apparel brands and retailers will need to stay in touch with social responsibility issues, and educate and inform their customers with clear messaging and labeling about their sustainability efforts. Brands can’t rely on the fine print on the inside label, it needs to be woven into the ‘fabric’ of the brand," said Marshal Cohen, NPD’s chief industry advisor. (RR)

Fibre2Fashion News Desk – India


Must ReadView All

Courtesy: Pxhere

Textiles | On 24th Jan 2019

Cabinet okays National Bench of GST Appellate Tribunal

The Union Cabinet, chaired by Prime Minister Narendra Modi, has...

Piyush Goyal likely to present Interim Budget 2019-20

Textiles | On 24th Jan 2019

Piyush Goyal likely to present Interim Budget 2019-20

Minister of railways Piyush Goyal is likely to present Interim Budget ...

Courtesy: Pxhere

Textiles | On 24th Jan 2019

China's textile & apparel exports up 3.5% in 2018

Textile and apparel exports from China increased by 3.5 per cent...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

Sustainable fashion is also ‘slow fashion’

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli, Epson, For.Tex & F.lli Robustelli

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek, Kannbar

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Vikas Banduke,

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Rikesh Mistry,

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Mario Ploner,

Mario Ploner

<div>Italian company Tecnomeccanica Biellese specialises in planning and...

Chunyi Zhi, City University of Hong Kong

Chunyi Zhi
City University of Hong Kong

<div><b>Chunyi Zhi</b>, associate professor in the Department of Materials ...

Tiasha Renganathan, Twinery Innovations by MAS

Tiasha Renganathan
Twinery Innovations by MAS

Twinery-Innovations by MAS is the innovation arm of Sri Lankan company MAS ...

Isabel Herranz, European School of Business & innovation

Isabel Herranz
European School of Business & innovation

Cutting-edge ideas like the Internet of Things and artificial intelligence ...

Chandani Sahi, By Chandani

Chandani Sahi
By Chandani

By Chandani is a womenswear prêt couture brand with fusion silhouettes by...

Karan Arora, Karan Arora

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Pranav Mishra, Huemn

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


February 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search