Textile Insight

7% TRENDINSIGHT We surveyed 283 consumers. Here is what they told us. I t is safe to say that sustainability has surpassed being a trend to achieve lifestyle status. As much as things change, some things don't budge. It's clear that shoppers are interested and motivated to buy sustainable goods to the point that biodegradability (67%) would sway decision making and (62%) would take the time to read an article about how yoga pants are ruining the environment. Similarly survey takers are open minded about trying new natural fibers like hemp and seaweed, and have adopted core tenets of a sustainable lifestyle: over 70% of respondents report reselling goods and recycling; a majority of survey takers say they are being less wasteful and reducing consumption. Another positive: when asked, 'What motivates you to purchase eco-friendly apparel and footwear,' the number one response was "It's functional and environmentally responsible." However, cost continues to be a thorn in the side of sustainability. While 67% respondents said they are willing to pay more for eco-friendly goods, "cost" topped the list of biggest stumbling blocks influencing buying behavior. Also of note: Most respondents are not on the lookout for recycled materials when shopping for activewear, nor is there strong concern about product packaging, despite the volume of plastic used to ship those packages arriving daily on the doorstep. n e survey, conducted by MESH01, included 283 respondents, men and women active in sports and outdoors, ages 18 to 59. Trend Insight Consumer is a feature within Textile Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh1 Platform, contact Brian Bednarek at 603-766- 0957 or brian.bednarek@mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. S E I Z E T H E T R E N D ! CARPE TRENDEM How Sustainability Influences Shopping Decisions & Consumer Behavior When purchasing APPAREL, how important is the use of eco-friendly material in your final decision-making? Are you willing to pay more for apparel or footwear with eco-friendly fabrics and materials? When purchasing FOOTWEAR how important is the use of eco-friendly material in your final decision-making? 22% 61% 12% 14% 64% 15% 11% 16% 75% 62% 19% 22% Very Important Somewhat Important Not Important at all 22% 65% 13% 14% 67% 18% 11% 11% 70% 64% 19% 25% Very Important Somewhat Important Not Important at all Up to $5 More than $25 Up to $10 Up to $25 13% 9% 11% 11% 25% 33% 28% 29% 29% 18% 17% 28% 57% 16% 23% 59% 18% n 2017 n 2018 n 2019 n 2020 n 2021 n 2017 n 2018 n 2019 n 2020 n 2021 If yes, how much more are you willing to pay? 78% 78% 67% 22% 22% 33% NO YES n 2019 n 2020 n 2021 I really prefer eco-friendly clothing because I know it won't add to the pollution. Female 26 I like the story but it isn't a primary issue for my buying decisions. Male 50 I wish I had a stronger moral compass but it doesn't affect my apparel decisions as much as my food decisions. Male 27 It needs more than just a little sticker, it should be a part of the brand. Male 30 Depending on how the items feel and the price however if I'm given two products with similar price and feel, I will get the eco-friendly option. Female 36 There's plenty of things to recycle into shoes these days, I don't think we need anymore rubber tree plantations. Male 30 Good to have but not have to have. Male 50 For the most part shoes are too critical to let this influence my decision. If by chance they are eco-friendly…bonus, but not something I even consider. Function, fit, features matter more. Male 57 If you can show proof of the damage that non eco-friendly materials are doing to the earth I will quickly adopt. I don't understand the problem so I won't understand the solution. Male 37 Depending on the price if it's not too much more then yes. Although as a consumer my first thing would be well, if it's eco-friendly shouldn't it be cheaper? A lot of times it's from recycled material. Male 36 But only if quality and durability isn't compromised. Female 49 But the marketing to inform me about these products needs to be approachable and highlight wearability in addition to being eco-friendly. Female 55 I prefer to buy wool and cotton over plastic clothing. Male 39 29 • Textile Insight ~ September/October 2021

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