The study found that 12 per cent of consumers admitted to purchasing sustainable apparel, while 3 per cent consumers stated that they were already paying a premium for sustainable products.

Seventy-one per cent of consumers across the world are concerned about sustainability in the apparel category, while 38 per cent of them are already adopting sustainable behaviours for protecting the environment and tackling climate change, according to the BCG. The study also found that 12 per cent of consumers admitted to purchasing sustainable apparel.

The survey revealed that a mere 20 per cent of consumers believe their purchasing decisions can personally impact the environment and around 70 per cent are unsure about corporate claims regarding sustainability.

Eighty per cent of consumers disclosed that they keep sustainability in mind when making their day-to-day purchases and only 1 to 7 per cent said that they pay a premium for sustainable products and services.

BCG’s survey on consumer-centric sustainability involved around 19,000 consumers as participants in eight countries—Brazil, China, France, Germany, India, Italy, Japan, and the US.

Fibre2Fashion News Desk (NB)