According to a survey of 2019, the difficulty to discern eco-friendly brands was the main factor hindering consumers in Italy from buying eco-friendly and ethical clothes. Furthermore, other relevant obstacles were the high prices and the difficulty to find such brands.
However, when asked about important eco-friendly elements in the purchase of clothes, Italian respondents mostly indicated sustainable fabrics and materials.
What restrain you from buying ethical and eco-friendly clothes?
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YouGov Italy. (November 19, 2019). What restrain you from buying ethical and eco-friendly clothes? [Graph]. In Statista. Retrieved August 15, 2022, from https://www.statista.com/statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy. "What restrain you from buying ethical and eco-friendly clothes?." Chart. November 19, 2019. Statista. Accessed August 15, 2022. https://www.statista.com/statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy. (2019). What restrain you from buying ethical and eco-friendly clothes?. Statista. Statista Inc.. Accessed: August 15, 2022. https://www.statista.com/statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy. "What Restrain You from Buying Ethical and Eco-friendly Clothes?." Statista, Statista Inc., 19 Nov 2019, https://www.statista.com/statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy, What restrain you from buying ethical and eco-friendly clothes? Statista, https://www.statista.com/statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/ (last visited August 15, 2022)