Consumers in key European markets such as the UK, France, Italy and Spain are showing greater demand for transparency and accountability in fashion research, according to a recent study titled “Fashion in the Sustainable Forest”. Surveys published by forest certification organization PEFC International and YouGov show that consumers are committed to making fashionable choices when purchasing style. The survey found that 74% of European consumers believe it is important that clothing made from cellulose fiber (MMCF) comes from well-managed forests. .
In addition, only 13% believe brands provide sustainable information about forest fibers such as viscose or lyocell on clothing labels in stores. In addition to the need for clarity, look for labels that say the forest fibers in the clothing collection come from sustainably managed forests, according to research. In addition, 59% of European adults surveyed said that clothes made from certified materials are more expensive, and 43% were willing to pay 10% or more.
The same proportion think it is important for brands to know where the forest fibres used in their collections come from. Furthermore, 78% think fashion brands should step up their sustainability efforts and source forest fibres responsibly for their collections.
The value consumers place on sustainability is clear: 64% say sourcing from sustainably managed forests increases brand value. Independent sustainability certifications also play an important role in consumer confidence, with 50 percent of shoppers trusting independent certification seals, compared to 35 percent trusting a brand’s own sustainability seals.
