Press Release: Indians Open To Buying Sustainable Fashion Items 

A vast majority of Indians think sustainable manufacturing processes are important when buying fashion products.

Published06 Aug 2019, 11:04 AM IST
Press Release
3 min read

Press Release:

More Than 8 In 10 Indians Are Open To Buying Sustainable Fashion Items

Although the majority is interested in buying them, a good design range is what would drive them to make a purchase

A vast majority of Indians think sustainable manufacturing processes are important when buying fashion products, new YouGov research reveals.

The sustainable fashion movement – which thinks it is important to gear the fashion industry towards being more ecological and socially just – has gained huge media coverage in recent years. This new data shows that more than four in five people (83%) consider sustainability when buying fashion items but it is far behind other factors. Material quality (95%), fitting (93%), design (90%) and price (90%) are all notably more important when deciding what to buy.

Press Release:  Indians Open To Buying Sustainable Fashion Items 

At present, seven in ten people (72%) in India said they have heard about sustainable fashion. From these, two in five (40%) don’t know much about it, around a fifth (19%) know but have never tried buying it and only one in eight (12%) have bought it in the past.

YouGov’s survey shows that while it is less of a motivating factor when making a fashion purchase, more than four in five (84%) people who are aware of this concept are interested in buying sustainable fashion items. However, a better design range of sustainable fashion products (64%) is the key driver in what would motivate someone to buy sustainable items, followed by competitive prices (58%) and sustainability certification on labels (56%).

Press Release:  Indians Open To Buying Sustainable Fashion Items 

Many people also said they are likely to purchase more sustainable products if brands highlight the benefits and impact of buying sustainable fashion products in their communication (41%) and if they give reward points for buying sustainable fashion products (41%). More than a fifth (23%) would do so if sustainable fashion becomes a new trend after being endorsed by celebrities or influencers.

These motivations work differently across different demographic groups. While the top motivators for men are competitive prices (58%), and better designs (57%), in both cases women are more likely than men to be encouraged by these factors to make a purchase (59% and 72% respectively).

The difference exits even among the age groups. While a good design range motivates both millennials and GenX, the latter are more likely to be influenced by labels containing information regarding the sustainable process of manufacturing (66% vs 50%) and by cheaper prices for sustainable fashion (68% vs 53%) as compared to millennials.

Data collected online by YouGov Profiles among around 1007 respondents in India in July 2019 using YouGov’s panel of over 6 million people worldwide. Data is representative of the adult online population in the country.

(The content and statements in the above press release are not attributable to Quintillion Media Pvt Ltd and do not represent the editorial views of The Quint. The Press Release section is a non-editorial platform for individuals/establishment/firm/business enterprise.)

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