JYVÄSKYLÄ – Researchers at the University of Jyväskylä in Finland have surveyed more than 1,500 consumers across the country, as well as in the USA, France, Germany and Sweden, to assess their perceptions of sustainability in textiles and clothing.

Respondents aged between 15 and 40 were asked a string of closed-ended questions to identify their levels of understanding and where in the industry they feel a focus on sustainability should be placed.  

The findings indicate that there’s certainly scope for education on the industry and its operational impacts, as sustainability marketing appears more convincing to shoppers than environmental certifications when finding ethically made items.

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