The Oeko-Tex Association has commissioned a global research study to assess consumer attitudes about textile sustainability.
Entitled ‘The Key to Confidence: Consumers and Textile Sustainability—Attitudes, Changing Behaviors, and Outlooks’, the massive study of more than 11,000 clothing and home textile consumers around the world examined topics ranging from concerns about climate change to harmful substances in textiles.
The findings from the study were released to Oeko-Tex Institute clients through a series of webinars and will be shared with the textile, home fashions, and apparel industry via speaking engagements at upcoming industry events, webinars, and other communiques.
Oeko-Tex engaged renowned consumer products researcher, Ellen Karp and her company, Anerca International, to conduct the pioneering project. Ms Karp works on sustainability and other branding issues with a wide array of the world’s best-known apparel, personal care, and luxury brands. The participants completed an online survey with a full spectrum of questions designed to gauge their attitudes about sustainability, harmful substances, environmental responsibility, and the social welfare of textile workers.
Ms Karp said: “The quantitative findings derived through The Key to Confidence study should serve as a call to action for the textile industry. Consumers are fast learning that their textile buying decisions impact not only their families but also their communities and beyond. Brands, retailers, and manufacturers need to be ready for this awakening. It is definitely coming.”