Consumers demand sustainable fashion – but won’t pay more for it, new research finds

Survey identifies top five ways consumers want fashion to become more sustainable

ID: 1549644
recent pressrelease next pressrelease

(businesspress24) - New research suggests over half (52%) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29% of these consumers say they will pay more for sustainably-made versions of the same items.

And despite many clothing manufacturers and retailers already taking steps to become more sustainable, the message is not getting through to the public. 45% of the 2,000 consumers who were polled agree that it is difficult to know which fashion brands are really committed to sustainability.

The survey was commissioned by Nosto, the ecommerce personalisation and retail AI platform used by thousands of retailers globally. It reveals that many people who want greater sustainability in fashion are acting on their principles by modifying their own behaviour. Jim Lofgren, Nosto


No. 1 was

Interestingly, the call for more sustainability in fashion is present in broadly similar numbers across the generations. The research suggests 56% of 18-24 year olds (Generation Z) want the fashion industry to be more sustainable, 51% of 25-34 year olds (Millennials) and roughly half in the other age groups, including 55% of 35-44 year olds, 47% of 45-54 year olds and 50% of those over 64.

Those in favour of greater sustainability also pointed to the follow actions retailers can take to encourage shoppers to buy clothes that are more sustainable when shopping online:

The voices behind the sustainability issue are only going to get louder according to Lofgren:

Download a full report of the findings of the Nosto Sustainability in Fashion Retail survey here: The survey is part of a wider review by Nosto of the key trends transforming the future of fashion shopping; from visual search to virtual clothing samples, social influencers to sustainable fashion. Find out more by visiting the Future of Fashion Shopping microsite at


More information:

Keywords (optional):

nosto, sustainability-in-fashion-retail, future-of-fashion-shopping, consumers, uk, us, research, fashion, sustainable,

Company information / Profile:

PressRelease by


PressContact / Agency:

Uday Radia
CloudNine PR
+44 (0) 7940 584161

published by: RealWire
print pressrelease  send to a friend  

Date: 06/05/2019 - 08:02
Language: English
News-ID 1549644
Character count: 4347
Firma: RealWire
Ansprechpartner: Fran Cator Feedback to about Pressrelease-id:
Stadt: Lincoln
Telefon: +44 (0)1522 883640

Meldungsart: please
Versandart: send

Number of hits: 458


Direct Link to this PressRelease:

We would appreciate a link in your News-, Press- or Partner-Site.

Comments on this PressRelease

All members: 9 438
Register today: 0
Register yesterday: 0
Members online: 0
Guests online: 78

Don't have an account yet? You can create one. As registered user you have some advantages like theme manager, comments configuration and post comments with your name.