57% of people claim to be affected by sustainability trend
People are also actively searching for information about sustainability. Searches for “sustainable fashion” have increased by 46% over the past 5 years - Google trend data shows.
"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.
Majority of people who claim to be affected by sustainability trend see the influence in buying better quality products
"How did sustainability trend influence your shopping behavior?"
60% I buy better quality goods
32% I don't buy plastic bags while shopping
23% I buy less then before
22% I buy items from sustainable brands
15% I buy more second hand and vintage clothes
43% of customers claim that they have bought sustainable product last year
"Did you buy any clothing, shoes or accessories from sustainable brands in the last 12 months?"
32% I don't know
1/3 of customers simply do not know whether the purchased product was sustainable
People who indicated that they have purchased a sustainable product are largely unable to identify which brands are sustainable
Answers to the question: "What sustainable brand have you recently purchased?"
(Sustainable brands are marked in green)
70% of people don't know where to buy fashion products from sustainable brands
Low awareness of sustainable brands is the biggest barrier to their purchase.
58% of users are ready to pay more for biodegradable or recycled packaging
But less people are into paying more for recycled materials.
"Would you be willing to pay extra for?"
clothing made of
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 or production, polluting the environment)
Production, which is not polluting environment and use of sustainable materials are considered as main aspects of sustainability in fashion
"Indicate which criteria do you think the product needs to meet in order to be considered sustainable?"
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
22% Products are locally made and do not have to be transfered
20% The brand has sustainability certificates (GOTS, Fair Trade etc)
16% The production and communication process is transparent
More then half of the people check if the item is made from a natural material
Comparison between GLAMI markets:
Answers "Yes, always" or "Yes, often" combined for the question "When buying clothes, do you look if they are made of natural material?"
Cotton, bamboo and wool are considered the most sustainable
Percentage of people considering this material sustainable
Yes, cotton is biodegradable, but consumes a large amount of water in its production and requires a large area and pesticides to grow. So, taking this into consideration, how do you choose which materials are best for you? GLAMI's material guide provides in-depth information about the origins, material care tips and sustainability of materials, helping users choose the right materials for them.
36% of customers check where clothes are produced
"When buying clothes, do you look what country of origin are they?"
Average percentage across all countries
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.