Shoppers in China are encouraged to buy items that will contribute to sustainable lifestyles. Waste and pollution associated with the textile and clothing industries is a growing issue, especially in China.

In 2014, China had begun to exceed the global average consumption of new clothes, which was five kg per person. Chinese shoppers bought 6.5 kg each that year. About half of Chinese consumers buy more than they can afford. About 40 per cent make compulsive purchases more than once a week, with young, high income women being the most vulnerable.

Fashion giants have introduced clothing recycling programs. They are transparent about their textile manufacturing process, or have released clothing collections that have rebranded sustainable consumption as fashionable.
H&M, for example, has collected more than 61,000 tons of garments globally since its clothing recycling program launched in 2013. More than 2,200 tons of the clothing collected was in China. Denim backpacks are being produced from used jeans. Shopping malls have started placing clothing collection boxes. Shops sell products made from organic materials that can be reused, like cotton bags.

However, shopping habits die hard and do make eco-friendly fashion a tough sell. For instance potential customers, wary of used clothing, need convincing that items have been thoroughly disinfected.