People are actively searching for information about sustainability. A lot of brands are releasing eco-friendly collections, new sustainable brands and materials appear. We decided to find out if consumers actually care about sustainability and what it means for them overall.


57% of people claim to be affected by sustainability trend

Definitely not

Rather not

Not sure

Rather yes

Definitely yes

"Right now the trend of sustainability is becoming more and more popular for fashion industry. Does this trend affect you when buying clothes?"

People feel most affected by sustainability trend in Hungary and Turkey. The trend of sustainability is step by step going from western world to the east. The topic is new for many counties, and in some of them it's becoming a new popular trend. 

"Right now the trend of sustainability is becoming more and more popular for fashion industry. Does this trend affect you when buying clothes?"

43% respondents claim that they have bought sustainable product last year

While 1/3 of customers simply do not know whether the purchased product was sustainable. 

25% no

43% yes

32% I don't know

"Have you bought a sustainable product over the past 12 months?"

Respondents failed to identify sustainable brands correctly

People claim they purchased sustainable products but when we asked which brands were they, respondents give the names of not sustainable brands. So no matter that a lot of people feel affected by sustainability, not a lot of them actually know which brands are sustainable. 

Answers to the question: "What sustainable brand have you recently purchased?"

(Sustainable brands are marked in green)

70% don't know where to buy products from sustainable brands.

Customers have quite low awareness not only about which brands are sustainable, but also about the places they can purchase them.


Majority of people see the influence of sustainability trend in buying better quality products

60% buy better quality goods

32% don't buy plastic bags while shopping

23% buy less then before

22% buy items from sustainable brands 

15% buy more second hand and vintage clothes

Multiple choice question "How did sustainability trend influence your shopping behavior?"

Non-polluting production and use of sustainable materials are considered as main aspects of sustainability in fashion

47% Production is not polluting the environment

43% Organic or recycled materials are used

25%  People, who make clothes, work in fair and safe conditions

20% The brand has sustainability certificates (GOTS, Fair Trade etc)

16% The production and communication process is transparent

«Indicate which criteria do you think the product needs to meet in order to be considered sustainable?»

More than half of the people check if the item is made from a natural material

Cotton, bamboo and wool are considered the most sustainable. 

77 %


41 %


40 %

36 %



31 %


28 %


Percentage of people considering this material sustainable

Organic cotton and recycled polyester are the most popular filters for sustainable products.

Not all natural materials are made in a really eco-friendly ways. Cotton is biodegradable, but consumes a large amount of water during production and requires a large area and a lot of pesticides to grow. 


Organic and recycled alternatives are actually one of the most sustainable options. Organic cotton, grown without use of pesticides, and recycled polyester are the most popular sustainable materials (based on clicks on these filters).

42% of users are ready to pay extra for clothing made of recycled material

GLAMI material guide provides in-depth information about the origins, material care tips and sustainability of materials.

Definitely not

Rather not

Not sure

Rather yes

Definitely yes

"Would you be willing to pay extra for clothing made from recycled material?"

The impact of sustainability trend is getting started through small steps. Paying more for biodegradable packaging doesn't require a big investment and has a clear value for the customer.


Some shops change their packaging for all clients, some are offering it for the small extra price.

58% of customers are ready to pay for sustainable packaging


The question "Who made my clothes?" became a motto for international campaign, bringing attention to conditions of work on facilities that produce fashion apparel. Activists are demanding fair and decent conditions and pay, environmental protection and gender equality. The movement also calls for brands to increase transparency in the supply chain.


This is ethical component of sustainable fashion, and we decided to ask users if they care where their clothes are made and if they interested in items from local designers and  brands.

Purchasing of almost 2/3 of people is influenced by the ethics of the clothing manufacturing


respondents would change their decision to buy a product if they learned that the brand has unethical production practices like unfair working conditions of employees

36% of customers check where clothes are produced

"When buying clothes, do you look what country of origin are they?"

89% of people are interested in purchasing products from local designers and brands.


But only 39% of them claim that they have bought last year such a product. 48% of interested people don't know where they can buy such items.

At GLAMI we define local designers as small independent brands, which are not a part of international networks and have their own, usually local, production.

By buying items from local designers people are trying to support national economics and get a unique piece

Sustainability is still not the main reason for people to buy items from local designers. 

53% Supporting national economics 

42% Unique pieces

27% Better quality

16% More sustainable 

16% Favorable prices

"Why are you interested in buying local designers's items?"


Most popular sustainable products on GLAMI

1. Bamboo tops and socks

2. Backpacks from recycled polyester

3. Bags from recycled polyester/vegan leather

4. Underwear from organic cotton

5. Tennis shoes from hemp and organic cotton

Most popular items from sustainable brands that people clicked the most on GLAMI in 2019.

Average cost of order for sustainable products is 38% higher than usual one. 


People are ready to invest in sustainable products if:

1. Product has direct contact with the skin (underwear)

2. Items that require better quality (bags, backpacks)

3. Brand is popular even outside of sustainable community

Most popular sustainable brands 

1.   Fjällräven

2.   Patagonia

3.   Thought

4.   Matt Nat

5.   Aevor

6.   Sandqvist

7.   Swedish stockings 

8.   Armed Angels

9.   Nomads

10. Ecoalf

Sustainable brands that people clicked the most on GLAMI in 2019.

Fashion search engine


Julia Osovskaya

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