A new YouGov survey of Indian consumers indicates that while a large majority of shoppers consider the sustainable manufacture of garments as a high priority, the material quality, fit, design and price have controlling influence over product purchase. In what supports a recent in River report, YouGov’s findings recommend that fashion brands introduce more stylish, sustainable ranges if they’re to tilt the balance, offer more competitive prices for sustainable fashion items and, via labelling, highlight the sustainability credentials of pieces with greater clarity.
More than 1.3 bn people populate the South Asian nation of India, and so swaying its consumer base – which with income increases and the emergence of foreign brands represents a burgeoning market – could provide a significant boost to the efforts of persevering brands and retailers working to become more sustainable. The new YouGov survey, which picked the brains of more than 1,000 Indian consumers, has uncovered promising statistics about the appetite of shoppers for sustainable fashion – with 83 per cent saying they consider sustainable manufacturing a high priority. Though somewhat marred given that it ranked fifth of six factors, only ahead of ‘brand’ in a list which comprised factors such as material quality, fit, design and price; the figures are indicative of greater appetite for sustainable fashion.
It seems greater engagement and education on the matter is also needed and would benefit consumers; 40 per cent of which said they do not know much about it. This while around a fifth (19 per cent) say they’re aware of sustainable fashion alternatives but have never bought an item, and only 12 per cent have bought a product that claims to be sustainably-made in the past. Nevertheless, 84 per cent indicate that they’re interested in buying sustainable fashion items, a figure which could increase if consumer feedback is taken on-board.
According to those surveyed, 64 per cent would be more inclined to buy a sustainable fashion item if the designs and ranges were more fashionable, or to their taste. A majority of 58 and 56 per cent of people say more competitive prices, and the inclusion of labels which outline the sustainability credentials of an item, respectively, would incentivize them to purchase.
Ideas of less interest to consumers is that of brands communicating the benefits and impacts of sustainably-made products (41 per cent), and offering reward points for buying these alternatives (41 per cent). Finally, if a celebrity of social media influencer endorsed a sustainably-made garment, only 23 per cent of respondents would be encouraged to invest.