This Study Shows How Much Different Generations Will Pay For A Sustainable T-Shirt

by: Well Made Clothes Staff | 5 months ago | News

Image: via Fashion Revolution. Image source.

Are consumers willing to pay more for clothing that is sustainably made? The answer, according to a recent investigation by Vogue Business, is generational.

Surveying European customers, researchers found that younger consumers were increasingly motivated to spend more on sustainable clothing. Gen Z, for example, will pay 50% more for something that’s sustainably made. But the older the consumer, the more these figures decline.

When it comes to what motivates consumers, labour and supply chain issues resonate the most. Fifty per cent or more of consumers list fair conditions and wages for workers as important to them.

Meanwhile, sustainability expert Dr Patsy Perry, a professor of fashion marketing at Manchester Metropolitan University, says that consumers place the most trust in brands taking a lead on these issues. “They need to try and lift the entire range… and not be offering consumers sustainable capsule collections,” Perry explains.

Of the generations surveyed, Baby Boomers were the least likely to spend more on sustainable clothing. But, as Vogue points out, even the more eco-minded Gen Z consumers weren’t willing to pay that much more for sustainability. And “the majority of consumers in every country bar Germany spend less than two minutes researching the sustainability of clothing prior to purchasing,” Vogue writes. “In the UK, 45 per cent of adults spend no time at all doing so.”

So education and awareness are clearly still sticking points for the sustainable fashion sector, but the message underlying this movement is gaining traction with younger consumers. And these are the ones who will pay more for a sustainable T-Shirt. 

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