Consumers’ purchasing behavior and brands’ transparency

The current corona crisis has brought not only a significant change on our routines but also on the ways we interact and behave in different aspects of daily life. Shopping is one of them. Only in the US, a study sponsored by the Alliance for Responsible Mining shows that consumers are likely to spend more (up to 8% extra) on products using precious materials extracted from responsible mines, using artisanal procedures.

Furthermore, according to recent report from E.ON, consumers in the United Kingdom are looking for more sustainable and environment-friendly choices, focusing their attention on business with ‘greener’ products or services in their offer. In fact, more than a third of British consumers (36%) reported having or being purchasing from companies with a solid record of environmental credentials. Moreover, key takeaways from said report also include evidence on that a third (34%) of consumers in the UK has paid a premium for ‘greener’ products since the beginning of the pandemic as well as more than half (51%) think that businesses’ credential on environmental responsibility are as important as the price tag on their products.

On the other hand, in a 2020 survey commissioned by the Fashion Revolution Organization among 5,000 people in the five largest European markets, we found that consumers value transparency on companies’ supply chains as well as their transparency policies at the time of making purchasing decisions. Consumers in these markets are more prone to buy garments and accessories from businesses that ensure their productions processes harm no people nor animals and are manufactured in an environmentally and socially responsible way.

On that note, brands are adjusting their internal policies to new requirements from their consumers. This shift is not recent and was initiated after the collapse in 2013 of the Rana Plaza factory in Bangladesh, with more than 1,100 casualties and 2,500 injured. Additionally, according to research from the Thomson Reuters Foundation, garments factory owners and managers in Bangladesh only, are willing to embrace transparency. From the total of people surveyed, a vast majority (87%) said they are willing to disclose details on working conditions for their personnel, including those safety related.

Moreover, in the aftermath of these efforts from brands’ towards achieving more transparency, new initiatives appear on our radar. For example, #rewiringfashion is born as a proposal from and for the fashion industry on how it could and should work. This has the potential to serve as beacon for other industries with a significant footprint on our environment and society.

What is your priority as consumer? Has your shopping behavior changed during the pandemic? Do you already pay a premium for ‘greener’ products or services? Why or why not?

We would love to hear from you. Leave a comment or continue the conversation by sharing this article with your friends and family.

Follow Qullqi on Instagram and Facebook or subscribe to our newsletters to get the latest update on our journey to build a sustainable fashion industry and leave a positive impact on our planet and society.