Sustainable Fashion Consumers

Companies in the sustainable fashion industry use different approaches to reach their specific market targets and they also make business in different ways. On the one hand, some companies have started up with business ideas based on only selling sustainable clothes and making sustainability their base standard. On the other hand, other companies, usually big multinationals, have shifted their mission statements towards sustainability and adjusted their business ideas by either selling whole new lines of sustainable clothes or making little adjustments to their actual products and procedures.

Who are the green shoppers?

These are the characteristics that sustainable fashion consumers portray:

• Young. Since sustainability is a new concept, the younger generations represent almost all sustainable fashion consumers. Young people are the ones who created it and turned it into a social movement which now goes beyond fashion and reaches other industries. The age range is between 15 and 35. However, due to affordability matters, most consumers are above 20 years old since these products are usually quite expensive and the youngest ones mainly do not work yet and still attend school.

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• Middle Income. Most of the consumers are young and do not have high disposable income. They are students or are just entering the work force which interferes with their purchasing power, and therfore with buying sustainable clothes. This is why they do not buy a large number of clothes at a time but a few pieces occasionally.

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• Environmentally Aware. Turning fashion into a sustainable industry started with the environmental awareness that the population developed during the last years. The consumers are conciuous of the changes that society must make in order to sustain the world. One of them is the consumption habits. Responding to this important action, sustainablity was brought to the table and impacted the purchasing decisions of millions of consumers around the world. Green consumers buy sustainable fashion based on their environmental awareness.

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• Determined. They know what they want and they ask for it. These kind of consumers want to see that companies really do their job and give them sustainable products, not only environmentally friendly but also ethically sustainable. Consumers want to contribute to the world´s fight against social and environmental unsjutice and they do not do it only by buying sustainable fashion in this case, but also taking the streets. This is why is very important for companies to be transparent in the sustainable fashion industry.

It is definitely a LIFESTYLE.

Green consumers who buy sustainable fashion are young with middle income and very determined about changing the world because of their environmental awareness. More and more consumers are shifting their purchases into more sustinable options and this trend will only keep increasing. At the end of the day it all comes to a lifestyle and not just buying a piece of clothing. These consumers do not want to fulfill their fashion needs at any cost, they follow their values first and then decide on which company invest their money in. Thus, their goal in life is to be as sustainable as possible and this includes their dressing code.