Opinions regarding factors to consider when buying clothes in Italy 2019

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.

Ethical choice?

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.

What are your criteria when you buy clothes?

Exclusive Premium statistic

You need a Single Account for unlimited access.

  • Full access to 1m statistics

  • Incl. source references

  • Available to download in PNG, PDF, XLS format

Single Account

only $59 / month *
*Duration: 12 months, billed annually, single license

Access to this and all other statistics on 80,000 topics from

$708 / Year

Show detailed source information?
Register for free
Already a member?
Log in

In cooperation with
YouGov Italy
Release date

November 2019



Survey time period

October 24-25, 2019

Number of respondents

1,010 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

Multiple answers were possible.

Statista Accounts: Access All Statistics. Starting from $708 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.
This statistic is not included in your account.

Single Account
Your perfect start with Statista
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references
$59 / Month *
Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract; Prices do not include sales tax.

Statistics on "Sustainable fashion consumption in Italy"

Statista Accounts: Access All Statistics. Starting from $708 / Year
Learn more about how Statista can support your business.