Customers will pay more for greener textiles, new survey suggests
Consumers are increasingly willing to spend more money on sustainably produced products, according to a new study from the E-Commerce-Center Handel (ECC), Institut für Handelsforschung (IfH), and Stayfair.de. The report suggests consumers are prepared to dig deeper for items such as eco-friendly textiles and food.
However, the study also found that customers would like to be better informed about what they are buying, for example they would prefer “environmental and social” information to be printed on garments so they know exactly what they are buying. Respondents said they would also like the word “organic”, when used about textiles and apparel, to incorporate the principles of “fair” trade.
“Ecological and social belong together,” explained Günther Bachmann, secretary general of the German Sustainability Council, at a conference on the future of green fashion in Berlin in June. This, he suggests, would put an end to “greenwashing”, which allows firms to present themselves as “green” or “fair” because one aspect of their production process appears to fit under these umbrellas.
The research showed that two million garments made from fair trade cotton were sold in Germany in 2009, more than double the number sold in 2008. Around half of the fair trade cotton on offer is produced organically.
Industry expert Kirsten Brodde said: “Those who strive for ecological and social labels also take their commitment seriously. On the other hand, those who only want a green and social wash to push promotion must expect to be put in their place by consumer centres and product testers; as shown by a number of court rulings and product tests.”
