About this resource

This article outlines which countries and ages groups are prepared to spend more on a sustainable t-shirt. Whilst most consumers are pro-sustainable fashion, there are limitations as to how much more they will spend. Consequently, there is a need for brands to educate the public on why it is important to spend more for the sake of people and planet.

Why we recommend this resource

This article importantly sheds light on consumer attitudes, highlighting the responsibility of brands to raise standards, and for consumers to understand what sustainable clothing costs and why it should be prioritised.