How Are Consumers Starting to Choose 'Sustainable' Fashion? About Half of Young People Say 'Sustainable Clothes Are Fashionable'

Itochu Fashion System Co., Ltd.'s ifs Future Laboratory and the general incorporated association Re-Creation conducted a consumer awareness survey on 'Fashion x Sustainability' targeting 1,160 men and women in their 20s to 60s. The survey revealed that, particularly among those interested in fashion, the sense of 'perceiving sustainable clothing as fashionable' and the 'willingness to accept price increases' are steadily spreading. About half of the digital native generation (ages 20-38) responded that they wear sustainable clothing because it is 'cool/fashionable.' On the other hand, it has become clear that the biggest factor hindering consumer behavior is the 'judgment cost' of 'not being able to tell which items are sustainable.' Regarding information sources, 'television' was the highest, indicating that it is important for companies to disseminate correct information and design touchpoints where consumers can naturally encounter it.