Sustainable Fashion Survey

The survey reveals a strong consumer demand for transparency regarding environmental commitments and supply chain locations, though a significant majority find it difficult to identify ethical brands and distrust company-provided sustainability information.

• A large majority of consumers believe clothing brands should be transparent about their operations: 79% think brands should provide information on environmental commitments, 74% believe they should disclose how they handle community complaints, and 70% feel the names and locations of factories in the supply chain should be disclosed.
• Environmental pollution in manufacturing is a significant deterrent for consumers, with 56% stating they would be put off buying from a brand associated with such pollution. This sentiment is strongest in France, Italy, and Spain.
• There is a widespread lack of information and concern regarding the industry's impact; only 17% of respondents feel informed about the environmental and social impacts of clothing manufacturing, while 46% are concerned that the clothes they buy harm the environment.
• Consumers show strong support for workers' rights and fair pay: 64% agree that the industry pays factory workers low wages, 78% believe working conditions should be disclosed, and 76% believe brands should disclose if workers earn a fair living wage.
• A majority of consumers are willing to change their purchasing habits or pay more to ensure fair wages: 62% would pay 2-5% more for expensive items and 51% would pay 5-10% more for cheaper items if it guaranteed a fair living wage for factory employees.
• There is a high level of skepticism toward brand claims and self-regulation: 67% find it difficult to know which brands meet higher ethical standards, and only 34% believe industry self-regulation is effective in improving environmental impacts.
• Consumers trust third-party and external sources over company claims, with only 19% trusting information provided by the company itself. Instead, 64% view consumer pressure and 54% view government regulation as effective ways to improve environmental impacts.

APA

Changing Markets Foundation (2018). Sustainable Fashion Survey. https://changingmarkets.org/wp-content/uploads/2023/10/IPSOS_MORI_summary_survey_results.pdf

Chicago

Changing Markets Foundation. Sustainable Fashion Survey. 2018. https://changingmarkets.org/wp-content/uploads/2023/10/IPSOS_MORI_summary_survey_results.pdf.

Wikipedia

{{cite report |author=Changing Markets Foundation |title=Sustainable Fashion Survey |date=November 2018 |url=https://changingmarkets.org/wp-content/uploads/2023/10/IPSOS_MORI_summary_survey_results.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{changingmarketsfoundation2018sustainable, author = {{Changing Markets Foundation}}, title = {{Sustainable Fashion Survey}}, institution = {Changing Markets Foundation}, year = {2018}, month = nov, url = {https://changingmarkets.org/wp-content/uploads/2023/10/IPSOS_MORI_summary_survey_results.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }