A survey from 2019 revealed that the main factors taken into account by Italian consumers when buying clothes were prices, fitting, and quality. The aspects of sustainability were less popular among consumers. Indeed, 20 percent of respondents gave priority to the longevity of the product, whereas 14 percent of interviewees was more concerned about the ecological impact of the product when shopping clothes.
Even if ethical issues concerned consumers less than prices and fitting, the tendency to reduce the clothing purchase is rising. Indeed, a part of respondents declared that for ethical reasons, they either started buying less clothes or they intended to buy less. However, there are some obstacles that restrain people from buying ethical clothing. Among the most common answers provided in a survey from 2019, Italian respondents indicated the difficulties to tell which brands are “ethical”, the prices, and the difficulties to find such clothes.
Clothing manufactures and ethical aspect
Some of the most held discussions about ethics in the fashion branch are related to the working conditions and sustainability in the clothing manufactures. When Italian interviewees were asked to what extent they believed that clothing manufacturers should be obliged by law to consider ethical aspects, the largest majority agreed with this. Nevertheless, better working conditions and sustainable production could lead to higher final prices. In fact, the share of consumers in Italy who would spend more for sustainable clothing is increasing, reaching 25 percent in 2018.
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YouGov Italy. (November 19, 2019). What are your criteria when you buy clothes? [Graph]. In Statista. Retrieved June 23, 2021, from https://www.statista.com/statistics/1100600/factors-to-consider-when-buying-clothes-in-italy/
YouGov Italy. "What are your criteria when you buy clothes?." Chart. November 19, 2019. Statista. Accessed June 23, 2021. https://www.statista.com/statistics/1100600/factors-to-consider-when-buying-clothes-in-italy/
YouGov Italy. (2019). What are your criteria when you buy clothes?. Statista. Statista Inc.. Accessed: June 23, 2021. https://www.statista.com/statistics/1100600/factors-to-consider-when-buying-clothes-in-italy/
YouGov Italy. "What Are Your Criteria When You Buy Clothes?." Statista, Statista Inc., 19 Nov 2019, https://www.statista.com/statistics/1100600/factors-to-consider-when-buying-clothes-in-italy/
YouGov Italy, What are your criteria when you buy clothes? Statista, https://www.statista.com/statistics/1100600/factors-to-consider-when-buying-clothes-in-italy/ (last visited June 23, 2021)