Lamoda presented the results of a study on consumer preferences in the field of sustainable fashion.
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The retailer surveyed 3,053 shoppers from Russia, Belarus and Kazakhstan to find out attitudes towards sustainable products (greener, ethical, inclusive and charitable), barriers influencing purchase motivation, and what criteria respondents rely on to choose sustainable products. The research methodology involved selecting audiences not associated with sustainability, charity or e-commerce to determine the net demand of unbiased consumers. 1,935 people from Russia took part in the survey. All of them have bought clothes, shoes or cosmetics online at least once.
Lamoda has been conducting surveys on demand for sustainable products for several years in a row. In 2020, in a similar study by Lamoda, the main barrier to choosing sustainable products was price—the “too expensive” factor was chosen by 19% of respondents. According to the current study, the importance of price has dropped to 14%, and 25% of respondents are even willing to pay more.
On average, respondents in Russia are willing to “pay extra” for sustainability by +14% to the price of the product:
+15% — shoes
+15% — cosmetics
+14% — clothes
+13% — accessories
How do consumers view sustainable fashion and how do they learn about such products?
84% have a positive view of eco-friendly, ethical, inclusive and charitable products. To identify such products among others, 56% read labels and ingredients. At the same time, 33% of respondents pay attention to the markings. Less than ¼ of respondents turn to specialized channels and blogs.
More than half of respondents are already taking steps towards sustainable development. Thus, 61% of respondents regularly repair clothes and shoes, 58% refuse bags in the store and use their own bags and bags, 41% engage in separate waste collection, and 41% choose products in environmentally friendly packaging or without packaging. The same number of respondents are going to start doing this.
At the same time, the study shows that 36% of respondents indicate a lack of trust in manufacturing brands regarding the production of sustainable goods among the barriers. And 22% do not know how to choose them correctly – what to focus on. The same number do not understand the composition and technology (for example, bio-down, cactus leather, recycled materials).
Sustainable purchasing experience
Most often, buyers chose eco-friendly children's clothing, charity accessories and cosmetics that are not tested on animals.
The most significant factors in choosing sustainable products (in descending order):
● Safety of the product material for the buyer;
● Contains more environmentally friendly materials (recycled, organic, natural);
● Safety of production for the environment (saving water, electricity; wastewater treatment, waste-free production, etc.);
● Made without cruelty to animals (ethical wool, down);
● The item fits into my wardrobe and easily combines with existing items.
The desire to be more conscious and the desire to make the world a better place is the main motivation for purchasing sustainable products
56% – try to be more conscious when purchasing clothes, shoes, accessories, and beauty products
54% – feel that I can make a contribution to nature and others by supporting the manufacturer of similar products, and be useful
30% – like to be involved in global changes and good deeds
28% believe that such products are produced to higher quality standards
22% are concerned about the impact of the fashion industry on the planet, but don’t want to give up a stylish wardrobe, so they choose brands with transparent actions
Respondents also revealed their attitude towards the secondary market of clothing and shoes, in particular, to resale: 32% of respondents already buy and sell used clothing, shoes and accessories, 25% plan to start doing this.
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