Textile Insight

Fall 2023

Issue link: https://viewer.e-digitaledition.com/i/1510018

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Page 45 of 67

W hat stands out in our current survey is that sustainability is not yet a slam dunk with consumers. "Maybe" and "Somewhat" responses are sprinkled throughout, indicating that while aware of eco-responsibility, survey participants are not all in when it comes to living a sustainable lifestyle. Cost remains a stumbling block to purchasing sustainable apparel and footwear, with 58 percent of respondents hesitant to buy eco-forward items because "it costs more." Another top takeaway from the survey is that considering the amount of talk within industry circles about certifications, supply chain traceability and product tracking, and textile-related issues like government legislation, consumers remain largely uninformed and/or disinterested in these topics. Of our survey respondents, 83 percent could not name an eco-certification. Also interesting is that emotions play a bigger role in motivating purchases than product performance, with "right thing to do" and "makes me feel good" top-ranked reasons to buy sustainable goods. is survey conducted by MESH01 included 309 respondents, men and women, who are runners and trail runners. Trend Insight is a feature within Textile Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of active and outdoor enthusiasts. What is the biggest stumbling block to buying more sustainably-made apparel and footwear? How likely are you to track an item of clothing or footwear along the textile supply chain if a brand made this level of transparency possible? S E I Z E T H E T R E N D ! CARPE TRENDEM Consumers Not 'All In' on Sustainability 46 • Textile Insight ~ Fall 2023 textileinsight.com It's not high-tech Very likely Materials not comfortable Somewhat likely I have no stumbling block Not likely I'm skeptical of the sustainability claims brands use It costs more 2% 18% 5% 33% 17% How likely are you to purchase footwear that highlights the product's carbon footprint? Very likely Somewhat likely Not likely 23% 56% 21% 49% 18% 58% What motivates you to purchase eco-friendly apparel or footwear? My Gen Z family member made me buy it It's stylish and recyclable Nothing motivates me to purchase eco-friendly apparel or footwear It's the right thing to do. It's cool It makes me feel good It fits my eco-lifestyle It's functional and environmentally responsible It was on sale 2% 43% 15% 43% 18% 43% 23% 60% 36% TREND INSIGHT

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