With fashion consumers becoming increasingly eco-conscious in the past few years, it comes as no surprise that the majority of customers prefer that brands clearly display their sustainability credentials via eco-labels, a survey report shows. It was also found that nearly half of those surveyed wanted eco-labels to clearly convey product recyclability information.

Survey participants revealed that they wished that eco-labels either be directly attached to garments or demonstrated in the form of an icon or website filter for online shopping. Apart from product recyclability, potential customers also wanted to know whether the fashion brand treats humans and animals ethically and that no toxic substances were used in the manufacturing process, according to ‘Consumer Interest in Fashion Eco-Labeling,’ which summarises the findings of a sample of 500 US consumers about their requirements and preferences concerning fashion eco-labels.

With fashion consumers becoming increasingly eco-conscious in the past few years, it comes as no surprise that the majority of customers prefer that brands clearly display their sustainability credentials via eco-labels, according to a report. Moreover, nearly half of those surveyed wanted eco-labels to clearly convey product recyclability information.

The study also reveals most of the consumers interested in fashion eco-labels were young, college-educated, employed, and urbane. The survey respondents were taken from a nationally representative sample that was part of the 2021 National Technology Readiness Survey.

The survey, conducted by Fordham University – Gabelli School of Business’ Responsible Business Coalition (RBC) in partnership with Rockbridge Associates, aimed “to understand consumers’ level of interest, the environmental and social issues of greatest interest to them, and their preferred means of receiving this information.”

Fibre2Fashion News Desk (NB)