According to Lenzing's Sustainable Raw Materials in Fashion and Home Textiles survey; Consumers of clothing and home textile brands focus on “Transparency”, “Eco-Friendly” and “Biodegradable” products. Lenzing's Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles revealed that “Transparency” is a very important factor for brands that want to gain consumer confidence in the industry and pave the way for more transparency and cooperation in the supply chain.
9 thousand consumers from 9 countries participating in the survey stated that they sympathize with concepts such as "Eco-friendly", "Soluble in nature", "Natural" and "Recyclable" and are more willing to purchase a product that is dependent on these concepts.
More than 70 percent of the consumers surveyed stated that they will actively educate themselves on sustainability by researching the manufacturing process when purchasing clothing, bedding and home textiles, while more than 85 percent tended to read product labels.
Lenzing Group, the world leader in wood-based fibers produced with a sustainable process, announced the results of the Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles. Within the scope of the research, the perceptions and behaviors of conscious consumers towards sustainable clothing and home textile products and their views on the characteristics of sustainable raw materials and products were evaluated. To measure the interest and knowledge of consumers in sustainable materials, the survey, conducted online with a total of 18 participants aged 64 to 9 in nine countries, focused on consumers' habits to lead a sustainable lifestyle, their knowledge of raw materials used in clothing and home textile products, their perception of brands and It gives an idea of their preferred product descriptions. In addition, the findings in the survey reflect the importance of providing consumers with more transparent information about the products they buy, in order to increase consumer confidence and maximize business potential, and therefore the need for close cooperation in the apparel and home textile industries.
The three main findings and details revealed in the survey are as follows;
Conscious consumers, who are actively seeking to lead a sustainable lifestyle, constantly educate themselves on raw materials.
86 percent of those surveyed believe that buying clothes made from sustainable raw materials is an essential part of a more sustainable lifestyle. Same zamAt the moment, 80 percent of the participants buy products made from sustainable raw materials and 77 percent buy products from brands that commit to use recycled materials. The survey also revealed that 76 percent of them learned about their sustainability characteristics by actively researching products before purchasing products from the clothing sector and 74 percent from the home textile industry. 88 percent of the respondents tend to read the ethics of clothing and 86 percent of bedding and home textile products. Another striking result of the survey is that the majority of respondents are willing to pay an average of 40 percent more for clothing or home textiles that reflect their sustainability. 44 percent of the respondents mostly consider the material type when purchasing clothing and home textile products. This is followed by other factors such as price, design, brand reputation and function.
"Biodegradable" or "Recyclable" products, which are defined as "environmentally friendly" or "natural" and when they have completed their useful life, attract consumers
When asked about the definition of sustainable clothing, the participants think of products made from natural, organic or botanical materials that are produced or processed by human and environmentally friendly production processes. More than 80 percent of respondents said they were "extremely interested" or "very interested" in sustainable fashion and purchasing clothes made from sustainable raw materials.
When asked about their preferences for clothing and home textile products, half of the respondents said they would like to buy more of a product defined as "environmentally friendly" or "natural", while more than 60 percent of the respondents said they would be "recyclable" or "biodegradable" after the end of its useful life. he said they were more willing to buy products.
Brands that are more transparent in terms of raw materials and ingredients can gain the trust of consumers
83 percent of the respondents considered the content, 82 percent the raw material origin, and 81 percent considered sustainable practices transparent brands as reliable. Participants stated that they believe that knowing which raw materials are used in clothing and home textile products on the one hand, and the environmental impact of the brand on the other hand, is important to trust the brand while making the purchasing decision.
Expressing their happiness for doing such a global research, Florian Heubrandner, Vice President of Lenzing Global Business Management, said: “The results of this survey demonstrate the value of Lenzing's efforts to continue the sustainability dialogue in the textile supply chain from yarn producers to consumer brands. Thanks to this survey, we have gained a more comprehensive understanding of consumer perceptions around the world. Considering the type of material as the most important factor when purchasing clothing and home textile products has also strengthened our belief that consumers value and actively pay attention to sustainable products. This survey inspired us to create more targeted strategies and programs with our business partners and brands to ensure sustainability not only in raw materials, but also after the end of the product's life cycle. In the long run, we hope to maximize the value of the apparel and home textile industry supply chains and help brands meet new standards, promote sustainability and protect our planet, ”he said.
Cooperation in the fashion and textile industry is extremely important to increase transparency
Although sustainability is a hot topic for brands to increase transparency, communication can be further improved in the supply chain in the raw material, production process and post-life processes of the product. Considering that consumers are actively looking for sustainable products, it is of great importance that the technical information provided by the industry and brands on their websites, product labels and packages is changing in a way that appeals to consumers.
Lenzing pioneers an approach based on three core standards
Lenzing pioneers an approach based on three basic standards in order to increase cooperation in the sector and the transition to sustainability towards this change. This will enable verification of the origin of the raw material from the production process to the finished garment, with a higher level of transparency. This approach, based on three core standards, includes proprietary fiber identification technology, a blockchain-based tracking system, and proactive collaboration and planning in the supply chain. Lenzing's online branding platform for manufacturers and brands completes this approach. This platform ensures that every step of the supply chain is sustainable by providing one-stop support for fabric certification, including fabric testing, product labels and product license applications.
Speaking on the subject, Harold Weghorst, Vice President of Global Brand Management, Lenzing, said: “We are thrilled to see more and more consumers adopt a sustainable fashion style as more and more conscious shoppers thrive by researching and reading product labels. We are transforming and improving the TENCEL ™ brand experience with programs where sustainable cellulosic fibers are handled proactively in the face of the increasing expectations of consumers in recent years. Consumers' interest in environmentally friendly and biodegradable products aligns with our commitment to offer brands and consumers more sustainable and biodegradable options in the clothing and home textile industries. TENCEL ™ brand fibers, which are obtained from wood resources with sustainability, provide breathability, quality and solubility in nature to the clothes and home textile fabrics used in our daily life. On the one hand, we continue to lead innovation in sustainable raw materials, on the other hand, we continue to look for ways to go beyond fibers and involve brands and consumers. Thus, brands and consumers zamWe will ensure that they embrace sustainability anytime and anywhere ”.
The following types of consumers are mentioned:
1) Value image and environmentally friendly products;
2) Believing that brands play an important role in terms of ethical behavior, production of sustainable products and adding value to society;
3) influenced by campaigns, other people's opinions and companies' environmentally friendly practices and
4) Consumers who have purchased clothes and home textile products in the last 2 years. Home textile products, bedding, curtains, carpets, towels, etc. covers. - Hibya