Survey Results: “Sustainability in Fashion”

In June of this year, the research agency STEM conducted a survey for Klub svobodných matek on the topic of “Sustainability in Fashion – Motivations and Strategies of People When Purchasing Second-Hand Clothing and Attitudes Towards Sustainability.”

MAIN FINDINGS OF THE SURVEY:

1. Environmental Considerations: Considering environmental impacts when purchasing consumer goods is not a common majority stance among the Czech public. Only slightly more than half of the respondents consider this for purchases of toiletries, cosmetics, or food. For clothing, environmental concerns are not decisive; for half of the Czech citizens, the lower price of clothing is more important than the conditions of production, particularly for households in worse financial situations. Decisions regarding clothing purchases are primarily based on price, material, and appearance, and less on the ethical aspects of production.
2. Need for Change: While Czechs support the need for a fundamental re-evaluation of consumption habits as a solution to climate change, this support is still more declarative. Importantly, young people are more emphatic about the need for change, the importance of environmental considerations, and the sustainability of production than older generations.
3. Second-Hand Clothing: According to their statements, half of the Czech citizens buy second-hand clothing, with the most common motivation being the advantageous price. Other motivations are less significant: the possibility of acquiring clothing not available in regular stores, a better feeling from the purchase, and environmental considerations. Among young people, the belief that such a purchase is more environmentally friendly is quite significant.
4. Avoidance of Second-Hand Clothing: People who avoid second-hand purchases and only choose new clothing most commonly have reservations about the fact that the clothing has already been worn by someone else and consider its purchase unhygienic.

Detailed survey results can be downloaded HERE.

Thank you to everyone who participated and provided insights into sustainability in fashion.