Barriers to sustainable clothing purchases Europe 2023

In a 2023 survey, the leading barrier to purchasing sustainable fashion in France, Britain, Germany, and Italy was the price. In France, 56 percent of respondents said that sustainable clothing items were too expensive. Other popular responses focused on how hard it was to find sustainable apparel.

Reasons consumers would not buy sustainable clothing items in selected European countries in 2023

Characteristic	Too expensive	Hard to find proper eco-friendly brands	Unclear which eco-friendly aspects are fullfiled	Not easy to find	I cannot find brands that match these values
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Release date

August 2023

More information

Region

France, Germany, Italy, United Kingdom (Great Britain)

Survey time period

March 2023

Number of respondents

8,924 respondents

Age group

18 years and older

Special properties

Nationally representative sample

Method of interview

Online survey

Supplementary notes

Respondents were asked what would stop them from buying sustainable clothing articles.
The survey count for each country is as follows:
France - 2,940
GB - 2,008
Germany - 1,949
Italy - 2,027

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