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“Transparency” is the key for Clothing and Home Textiles Brands, says Survey By Lenzing

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Lenzing Survey shows that “Transparency” is key for clothing and home textiles brands to win consumer trust and confidence, with “Eco-friendly” and “Biodegradable” being favourable terms that increase likelihood of purchase.

Lenzing’s Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles concludes that “Transparency” is key for brands who wish to win consumer trust and confidence, paving the way for greater transparency and collaboration in the industry supply chain.

9,000 surveyed consumers from 9 countries responded favorably to terms such as “Eco-friendly”, “Biodegradable”, “Natural” and “Recyclable” and were more likely to buy a product that used these claims.

When purchase clothing, bedding and home textile products, over 70% of surveyed consumers will actively educate themselves on sustainability through researching the production process and over 85% tend to read product label hangtags.

Lenzing Group (Lenzing), a global leader in sustainably produced wood-based specialty fibers, announced findings from its Global Consumer Perception Survey on Sustainable Raw Materials in Fashion and Home Textiles.

The survey, which was conducted in early 2020, assessed the perceptions and behaviors of Conscious Consumers towards sustainable clothing and home textile products, as well as their views towards sustainable raw materials and product features.

The findings also reflected the imminent need for closer collaboration within the clothing and home textile industries to provide consumers with more transparent information about the products they purchase, in order to enhance consumer trust and maximize business potential.


Almost all (86%) respondents believe purchasing clothes made from sustainable raw materials is a key component of living a more sustainable lifestyle, and they frequently purchase products from brands that are committed to using sustainable raw materials (80%) or recycled materials (77%) in their products.

The survey also revealed that majority of respondents actively learn about sustainability through researching the production process of products before purchasing (76% in clothing and 74% in bedding and home textiles).

They also tend to read label hangtags (88% in clothing and 86% in bedding and home textiles), and most respondents are willing to pay an average of 40% more for clothing or home textile products with descriptions that reflect sustainability.

When shopping for clothing and home textile products, respondents consider the material type to be their most important consideration (ranked in the top three factors for consideration by 44% of respondents), which is above price, design, brand reputation and function

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Most respondents considered brands that are transparent with their ingredients (83%) and the origin of their raw materials (82%) as trustworthy.

At the same time, respondents also consider brands that are transparent about their production processes (82%), sustainable practices (81%) and where their raw materials come from (82%) as trusted brands.

While respondents believed that knowing what raw materials were used in their clothing and home textile products is important to build confidence in a brand (87%), they also believed that knowing the brand’s environmental impact when deciding to purchase (87%) is very important.

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