MUMBAI – Consumer research of 6,000 Indian citizens has found people to be passionate about the way their clothing is produced, with most respondents suggesting they’d pay more and even opt for inconvenient services if it ensured that goods were ethically made.

Undertaken by cloud platform OpenText, the survey highlighted the extent to which social sustainability matters to the country’s population.

Lou Blatt, senior vice president at OpenText, commented: “The ethically minded consumer is exercising more control over their buying power. Brands can no longer claim they act responsibly if they have no visibility into their operations or those of their suppliers.”

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