Lenzing Global Survey Shows That “Transparency” Is Key For Clothing And Home Textiles Brands To Win Consumer Trust And Confidence

Image Courtesy of Lenzing

Lenzing’s Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles concludes that “Transparency” is key for brands who wish to win consumer trust and confidence, paving the way for greater transparency and collaboration in the industry supply chain.

9,000 surveyed consumers from 9 countries responded favourably to terms such as “Eco-friendly”, “Biodegradable”, “Natural” and “Recyclable” and were more likely to buy a product that used these claims.

When purchase clothing, bedding and home textile products, over 70% of surveyed consumers will actively educate themselves on sustainability through researching the production process and over 85% tend to read product label hangtags.

Lenzing Group (Lenzing), a global leader in sustainably produced wood-based specialty fibers, announced findings from its Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles.

To understand consumer interest in sustainable materials and their current knowledge, a total of 9,000 respondents across nine countries aged between 18 and 64 were surveyed using online questionnaires.

The key findings of the survey provided a glimpse into consumer habits towards pursuing a sustainable lifestyle, their knowledge of the raw materials used in clothing and home textile products, their perception towards brands, and preferred product descriptions.

The findings also reflected the imminent need for closer collaboration within the clothing and home textile industries to provide consumers with more transparent information about the products they purchase, in order to enhance consumer trust and maximize business potential.