LONDON - More than half of Londoners are willing to pay more for sustainable fashion, according to a new survey.

Of the 1,000 people polled, 57 per cent said they were willing to pay more for sustainable fashion so long as it was good value for money.

The survey, carried out by KPMG for online marketplace OnBuy.com, also found that Londoners Googled 'sustainable fashion' 1,900 times a month.

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