摘要
Environmental activism among consumers has progressed due to more individuals adopting eco- friendly habits. Consumers＇ eco-sensitive attitudes and behaviors can be understood as a form of enlightened self-interest. More than two out of three consumers （70%） agree that they are happy to be environmentally-friendly as long as it saves them money. Financial incentives can also play a significant role in shoppers＇ decisions to purchase apparel. More than 8 out of 10 consumers （86%） say that knowing clothing features and care factors could ultimately save them money is very influential in their decisions to purchase. Although consumers express more concern about increasing prices at retail than about environmental and social issues, more than half （51%） describe themselves as ＂green consumers.＂ Shoppers＇ confusion about marketing terms used to describe environmentally-friendly apparel, inclination to trust eco-friendly claims, and ability to minimize their clothing＇s environmental footprint continue to represent areas of challenge and opportunity. The latest findings from Cotton Incorporated＇s 2013
Key Insights Consumers are concerned about environmental issues,but are best motivated to adopt eco-friendly behaviors that align with their financial and sustainability interests. Shoppers indicate that they are more likely to buy clothing labeled as '100% cotton' and 'made in the USA,' than clothes marketed as 'natural,' 'sustainable,' or 'environmentally-friendly.'
