Consumers Are Willing To Pay More For Sustainable Clothing.

People often think that the clothing industry lacks pparency, lack of sustainable development and moral practice.

The scandals of child labour, sweatshops and environmental destruction in clothing production have led many consumers to alienate themselves from the clothing industry.

Now, researchers at University of Missouri have found that consumers are willing to provide support for sustainable and ethical clothing companies, but they have to prove their corporate behavior.

Gargi Bhaduri and assistant professor Jun Harbou Luke Hill (Jung Ha-Brookshire) of the Department of textile and clothing management, School of human environmental science, University of Missouri, surveyed consumers of clothing to see if consumers were willing to pay more for sustainable development and respect for ethical production methods. As a result, they found that consumers were willing to pay 15 to 20 percent more for sustainable development and compliance with ethical production methods.

However, they also found that consumers may be skeptical about the pparency and sustainability of the clothing companies' statements.