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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
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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