Most fashion consumers want to shop sustainably, but need more information

Many consumers want to take action, on their level, with actions and choices that are better for the planet. Photo: 123rf

Aware of the urgent need to switch to more environmentally respectful lifestyles, consumers are gradually turning to sustainable fashion. Yet it can be hard to know what lies behind this notion of sustainability and, crucially, how and where to find more sustainable options.

New research from the US reveals that, despite their best intentions, consumers today are often lost amid confusing information on the subject.