Seven in ten (71%) consumers want to shop for fashion items in a more sustainable manner, while 74% want to wear clothes more sustainably, according to a new report by Zalando.
The online retailer’s It takes many report found that while consumers are keen to embrace more sustainable fashion choices, an ‘attitude–behaviour gap’ is still evident, with many struggling to act on their intentions.
Two thirds (66%) of consumers say that they ‘already make sustainable choices’, while 62% report having ‘a lot’ or a ‘moderate’ amount of knowledge about sustainability.
A number of key barriers prevent consumers from realising their sustainability ambitions, however, including price (41%), difficulty identifying sustainable options (27%), not knowing where to shop (24%), and distrust in sustainability claims (19%).
‘Shared responsibility’
Zalando‘s report, which is based on research conducted across France, Germany, Italy, Sweden, and the UK, supplemented with interviews with industry experts, found that consumers view sustainability as a ‘shared responsibility’, with 77% expecting action from brands, and 72% from individuals such as themselves.
Many also look to the EU (66%), social media platforms (65%), national governments (63%), and influencers (61%) to take more responsibility for sustainability in the fashion industry.
‘Profound changes’
“Our industry has undergone profound changes since we launched our first behaviour gap report four years ago: from economic shifts to a global pandemic and supply chain disruptions, all significantly reshaping consumer behaviour,” commented Pascal Brun, VP of Sustainability and Diversity & Inclusion at Zalando.
“With this new report, we are reaffirming our commitment to listening, learning, and shaping our actions around the realities in which our customers live. ‘It takes many’ reiterates that we’re on the right path: strengthening our sustainability efforts by actively engaging a broad ecosystem of partners, suppliers, innovators, regulators, and customers in our shared journey toward becoming an even more responsible business.” Read more here.
Read more: H&M Group’s Ulrika Leverenz on enhancing transparency in the fashion supply chain
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