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insights COTTON INCORPORATED supply chain consumer perspectives on “gREEN” apparel Environmental activism among consumers has steadily progressed due to more individuals adopting eco-friendly habits. Consumers’ eco-sensitive attitudes and behaviors can be understood as a form of enlightened self-interest. More than two out of three consumers (70%) agree that they are happy to be environmentally-friendly as long as it saves them money. Financial incentives can also play a significant role in shoppers’ decisions to purchase apparel. More than 8 out of 10 consumers (86%) say that knowing clothing features and care factors could ultimately save them money is very Key Insights • Consumers are concerned about environmental issues, but are best motivated to adopt eco-friendly behaviors that align with their financial and sustainability interests. • Shoppers indicate that they are more likely to buy clothing labeled as “100% cotton” and “made in the USA,” than clothes marketed as “natural,” “sustainable,” or “environmentally-friendly.” • While a smaller segment of U.S. consumers (35%) are willing to pay a premium for clothing labeled as environmentally-friendly, shoppers’ willingness to pay more for clothing labeled as “made in the USA” or made with natural fibers is greater. influential in their decisions to purchase. Although consumers express more concern about ACTIVISM TRUMPS CONCERN increasing prices at retail than about environmental and Consumers’ environmentally-conscious actions tend to focus social issues, more than half (51%) describe themselves as on areas that they have some perceivable sense of control, “green consumers.” Shoppers’ confusion about marketing impact, or direct financial savings. Consumers indicate that terms used to describe environmentally-friendly apparel, their participation in eco-friendly habits such as recycling, willingness to trust eco-friendly claims, and ability to turning off lights to conserve energy, and using less water, minimize their clothing’s environmental footprint continue has steadily increased. In contrast, consumer concern about to represent areas of challenge and opportunity. The latest global environmental and social issues such as air quality, findings from Cotton Incorporated’s 2013 Environment water quality/scarcity, and global warning has decreased, Survey reveal that efforts to influence shoppers toward more compared to six years ago. In regards to buying clothing, eco-friendly behaviors could be bolstered by attention to the environmental-friendliness is still not a primary purchase economic and sustainability advantages that they seek. driver for consumers, but more than two-thirds of shoppers C O N C E R N A C T I V I S M Consumers who say they are concerned about the key environmental and social issues 2013 84% 87% 79% Air quality 87% 83% 79% 78% 2008 81% Child labor practices Water quality/scarcity Depletion of natural resources 71% 73% Global warming 73% 78% 77% 68% 66% 62% 45% Recycle Consumer concern for broad environmental and social issues has declined, while the percentage of consumers who say they practice environmental activism has increased since 2008. One-third of consumers (33%) say they put effort into finding environmentally-friendly clothing for themselves, up significantly from responses in recent years. Consumers who say they practice these environmental actions 78% Concern for Broad Environmental Issues Declines as Activism Rises 54% 49% 52% 48% Conserve home energy Limit water usage at home Buy products made from Purchase environmentally Support manufacturers natural fibers safe cleaning and or lawn that make products from care products renewable sources INFO: [email protected] lifestylemonitor.cottoninc.com © 2013 supply chain insights consumer perspectives on “green” apparel (70%) would be bothered if they found out an item of overseas. Half of consumers (50%) think that clothing clothing that they purchased was produced in a non-eco- imported from other countries is less eco-friendly than friendly way. When shopping for environmentally-friendly clothing made in the USA. Consumers say the primary products, more consumers read labels as they buy food or reasons that products manufactured in the U.S. are more infant care products than when they purchase apparel (62% environmentally-friendly is due to domestic regulation and and 48%, respectively). To determine if a clothing item is environmental protection laws that other countries may not environmentally-friendly, consumers study the fiber content have or do not enforce. For American consumers, buying label (45%), followed by the garment hang-tag (38%), and the domestically manufactured clothing satisfies their desire to packaging (34%). When asked, consumers say that “100% act in eco-friendly ways and to support the national economy. cotton” and “made in the USA” are most likely to influence their apparel purchase decisions, compared to terms such as “natural,” “sustainable,” or “environmentally-friendly.” What Environmental Marketing Terms Are Likely to Motivate Consumers to Purchase Clothing? 100% Cotton 74% Made in the USA 68% Natural 61% Environmentally-Friendly 53% Sustainable 51% Green 45% Organic 44% Fair Trade 38% Ethically-sourced 37% Recycled 37% While consumers have a better understanding of the terms “environmentally-friendly” and “natural” when referring to clothing, they do not clearly understand the term “sustainable.” When thinking about clothing, over half of shoppers (51%) say sustainable refers to the durability or longevity of apparel and 14% indicate that they do not know what “sustainable” clothing means. Only 22% of shoppers associate the word “sustainable” with the environment, when considering their clothing. The environmental factors that consumers relate to the term are “does not harm the environment” and “made from renewable resources.” Consumer perceptions that sustainability relates to the 41% Biodegradable DUAL VIEWS on SUSTAINABILITY % of consumers who say they would be more likely to purchase clothing marketed with these environmental terms economics of eco-friendly apparel lifespan of their clothing points to concerns that they have about apparel quality and a possible diminishing attraction to disposable inexpensive clothing. Embracing sustainability in terms of clothing longevity from a consumers’ perspective and environmental responsibility from an industry standpoint Consumers convey attitudes and exhibit behaviors that could be gaining headway1. The long-term financial costs indicate a strong connection between their economic of fast fashion for consumers, coupled with the potential concerns and their decisions to purchase eco-friendly detrimental environmental impacts, could accelerate the apparel. More than 6 out of 10 consumers (61%) agree that expansion of sustainable apparel offerings. Connecting with due to the current economic situation, they are less likely to consumers to help reduce the environmental footprint of pay more for eco-friendly clothing. However, buying locally apparel can be aided by communicating and demonstrating has gained momentum as a national movement and 78% of clear financial savings and sustainability advantages. consumers say that knowing a clothing item would support U.S. jobs or the economy would be very influential in their ultimate decision to purchase. Notably, consumer concern about products being made outside of the U.S. has increased to 68%, up from 65% in 2012. Consumers believe that domestically manufactured clothing is better for the environment than apparel made About the Research Cotton Incorporated’s Environment Survey is an annual nationwide study of consumers ages 13-54, who identified themselves as their household’s primary or secondary decision-maker for clothing purchases. The survey, conducted via the internet, by Bellomy Research, Inc., included a sample that was 60% female and 40% male, and was representative of the U.S. population based on ethnicity, income, education, and geography. External Source: Forbes.com1 INFO: [email protected] lifestylemonitor.cottoninc.com © 2013