"Green" Has Become An Important Factor In Clothing Consumption.

The important factor of "green" consumption

In recent years, American consumers are paying more and more attention to environmental protection products. However, the unstable economic factors still affect people's enthusiasm for environmental protection. The initiative to look for environmental protection clothing is still confined to some retail markets and consumers. Over the past two years, 0.6% of clothing products have been claimed to be environmentally friendly. The average price of these products is 7% higher than that of products sold without environmental protection. Under such circumstances, 43% of consumers said they had bought environmentally friendly labels in the past year, and slightly more than 1/3 of consumers said they would pay higher prices for clothing or household products with environmentally friendly labels.

Although environmental concerns have not prompted most consumers to buy environmentally-friendly apparel, the survey of 2010 consumers' concerns about environmental issues in the US Cotton Corp shows that consumers' attitudes towards environmental protection in the clothing industry are highly valued. These attitudes can completely affect clothing consumption behavior.

For retailers and brands that want to play green cards, it is useful to recognize that consumers' "green" attitude is different. Compared with other consumer groups, "dark green" consumers have the highest education level and the largest household income. This gives them more freedom to choose from, and at the same time, they show a greater degree of concern for environmental protection.

Natural fibers: Environmental pronoun

Apart from the consumer's attitude towards environmental clothing, when buying clothes, they mainly consider the main factors such as fit or not, style, color and price. In the minds of the most "green" consumers, whether they are good for the environment, the fabric composition of clothing is almost as important as the main factors mentioned above.
    
But one thing, no matter how much consumers care about the environment, they also love natural products, including natural fibers. Consumers agree that natural fibers, such as cotton, are more environmentally friendly than synthetic fibers. At the same time, 83% consumers believe that compared to recycled synthetic fiber, such as polyester fiber clothing, 100% natural fiber clothing is more beneficial to the environment. Even among the non green families, 79% agree with this view. To judge whether clothes are environmentally friendly, "green" consumers will first check the labels of clothing. 75% of "dark green" consumers, 75% of "green" consumers, 61% of "light green" consumers, and nearly half of "light green" and "non green" consumers all rely on fiber components to judge whether they are green or not.

According to the lifestyle survey of Cotton Corp in the United States, whether consumers care about the clothing they are buying is conducive to protecting the environment, 78% of consumers say that cotton is their preferred fiber, and 90% of consumers think cotton has no adverse effect on the environment. This ratio is higher than that of other natural fibers or any synthetic fibers.

Who should be responsible for "green"?

Consumers have high expectations for the products they buy. They want producers and brands to produce and sell in an environmentally friendly way. When asked if they found that the clothing products purchased were produced in a non environmentally friendly way, who should be responsible for that, and 42% of the consumers thought they were producers. However, the proportion of brands assuming responsibility also increased from 6% in 2009 to 11%. The more "green" consumers believe, the higher the proportion of brand responsibility. Moreover, consumers think manufacturers and brands are closely related.

It can be seen that "dark green" consumers pay more attention to brands because they are more concerned about environmental protection. For example, a "deep green" consumer with a scale of up to 86% will check the brand's environmental policies before buying the brand. In contrast, this proportion of "green" consumers is 71%, "light green" consumers are 27%, and "light green" consumers are 5%.

The survey also found that "deep green" consumers are most likely to take action to resist brands that they think are not environmentally friendly. 52% of the "deep green" consumers said that once they found such a situation, they would no longer buy the brand, compared to the "green" consumer's boycott ratio was 38%, "light green" consumers were 33%. Most of the consumers of "green" and "light green" are uncertain about whether to continue patronizing the brand. Of course, all consumers also say that consumers will gradually increase their trust in brands as brands show their environmental attitudes and take measures to reduce environmental disadvantages.