Nina Jobst
Research expert covering South Korea
Sustainable fashion shopping behavior in the U.S. - statistics & facts
Sustainability has become a buzzword in fashion retail, with almost all clothing retailers advertising more environmentally friendly products. This has been driven by an increased desire from consumers for sustainable items, as they look to minimize their impact on the environment. In fact, in a worldwide survey, over one third of consumers said that they had made a significant change towards buying fewer products. When it came to clothing in particular, over 70 percent of consumers said that sustainability was a concern of theirs when buying apparel, fashion, and footwear.
Beyond shopping, many people are now repairing, reworking or even making their own clothes, reflecting the shift from mass-produced clothing to an eco-friendlier approach. This shift indicates a growing recognition that sustainability in fashion involves both changes in consumption and care for clothing in general.
The shift away from fast fashion in the U.S.
Apart from the growing environmental concerns, there are multiple other incentives for the shift away from mass-produced clothing items. When asked about their opinions on fast fashion, nearly 90 percent of American consumers put the blame on social media and its influence towards overconsumption. Another 60 percent shared that Americans are driven to fast fashion purchases due to their prioritization of quantity over quality of clothing. On the other hand, upon being surveyed on their attitude towards sustainably produced fashion, the majority of shoppers wanted to at least know where their products came from. About one in three shoppers also shared that they strictly buy their clothes from sustainable brands only.Sustainable fashion practices outside the shopping cart
Many consumers have come to the realization that sustainable principles can be put into place beyond just their shopping habits. About one tenth of consumers from each generation shared that they don’t even reach for fast fashion brands anymore. In another survey, over half of U.S. shoppers would repair their clothing items if they got damaged. American consumers also opt for the most sustainable option when it comes to getting rid of clothes they no longer wanted to wear, by donating them.Beyond shopping, many people are now repairing, reworking or even making their own clothes, reflecting the shift from mass-produced clothing to an eco-friendlier approach. This shift indicates a growing recognition that sustainability in fashion involves both changes in consumption and care for clothing in general.
