Research conducted this week (Ledden, 2017) looked at how aware consumers are when buying their clothes. When asked if they shop on the high street, 77.8% of consumers asked said that they do.
The study also looked at how consumers felt about brands that weren’t seen to work in a sustainable way. Almost half of the respondents said that they wouldn’t stop buying from a company that was found to not trade in an environmentally friendly way. This backs up previous research in this investigation which suggested the actions of consumers has a detrimental effect on the sustainability of the industry.