Australian consumers believe ethical
purchasing is important, but are failing to follow through on their own
beliefs, according to a new report.
It shows that while 87% want to change their fashion
consumption habits to consume more ethically, just 46% indicate they regularly
purchase from ethical/sustainable fashion brands.
The report, which draws from national data, seeks to
understand the attitudes and beliefs of Australian consumers towards ethical
fashion consumption, and uncovers the key motivations for Australians when
making purchases. It reveals that most Australians feel a sense of global responsibility
and want to change their consumption habits, but cite awareness of ethical
brands and expense as the two greatest barriers to doing so.
Key findings of the report:
“There’s a dissonance between who we want to be, and
what we’re doing to get there,” says Peter Keegan, director of advocacy at
Baptist World Aid. “Almost three in four Australians believe ethical fashion
and related issues of human rights and environmental sustainability are
important, with three in five consumers becoming more aware of the impacts of
their purchases over the past three years. But a large portion of consumers are
still struggling to take those next steps towards purchasing ethically. Tools
like the Ethical Fashion Report are created to bridge this gap and help
consumers to match intention and action.”
Generational and gender divides are apparent when it
comes to ethical consumption, with Generation Z females scoring highest across
all demographics. This reflects a greater sense of global citizenship by
younger generations identified in the survey results, and a greater propensity
to engage with news, resources and other information about ethical
fashion.
“Aussies pride themselves on supporting a ‘fair go for
all,’ and this couldn’t be more applicable when examining the issues of
injustice surrounding ethical fashion,” adds Ashley Fell from McCrindle. “We
see younger generations, and women, more open to changing their habits to align
with this value.”
“This report reveals we have a long way to go when it
comes to ethical consumption and understanding the impacts that our purchases
have on the environment and people around the world,” concludes Keegan. “But
with tools like the Ethical Fashion Guide … we can take those next steps
towards becoming more ethical consumers.”
By Just Style