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?"






Definitely not

Rather not

Not sure

Rather yes

Definitely yes

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% 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

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?"

43% yes

25% no

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)

This is where comes in to help. The platform helps discover sustainable brands by collecting sustainable brands and shops from all over the world in one place.

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

recycled material


Definitely not

Rather not

Not sure

Rather yes

Definitely yes

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

77 %


41 %


40 %


36 %


31 %


28 %


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.

89% of people are interested in purchasing products from local designers and brands. 39% of them claim that they have bought last year such a product

48% of people don't know where they can buy items from local independent designers

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

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

53% Supporting national economics 

42% Unique pieces

27% Better quality

16% More sustainable 

16% Favorable prices

Fashion search engine

Contact for media

Natalia Romanova, PR & Brand