A new survey by the US-based Genomatica reveals, around 86 per cent of consumers in the country aim to shop sustainably but 48 per cent are unaware of the mode of sustainable shopping while 42 per cent are confused about what makes clothing sustainable.

Nearly 72 per cent consumers claimed to be aware about sustainability issues in the fashion industry while 52 per cent viewed sustainability as an important factor in fashion and 47 per cent aimed to make more sustainable clothing choices. Almost half consumers expressed concern over the materials used for making clothes and their impact on the environment. Another 47 per cent ranked clothing made with renewably-sourced or natural materials as a top sustainability characteristic, with around 46 per cent listing production processes with few to no toxic chemicals as one of their top three priorities.

Almost 55 per cent consumers wanted clothing brands to reveal their sustainability initiatives. Another 50 per cent urged brands to add a sustainability labels to their clothes while 38 per cent urged for clearer information about sustainability features in garments.

The survey reveals, 44 per cent consumers purchased less clothing during the pandemic with more women reducing their shopping trips than men.