The study analysed consumer interest in garment sustainability using data from Avery Dennison’s ‘Digital Consumer Behaviour’ report, produced in partnership with audience insight company, GWI. It looked at the attitudes and behaviours of over 5,000 fashion buyers across five countries: U.S., UK, France, Germany, and China.

The data reveals a desire for a greener way to shop, with greater transparency and traceability within the product lifecycle. More than 40% of consumers in the U.S., over 50% in Europe, and almost 70% in China say they want access to more information about how their clothes were made.

“Scaling up circularity in fashion won’t just benefit the environment and reduce waste, it will also offer another touchpoint for consumers to get deeper product stories and better engage with brands. The opportunities are endless,” says Debbie Shakespeare, director of sustainability, compliance, and core product line at Avery Dennison.

Across the global markets surveyed, 62% of people said they want brands and retailers to make end-of-life options accessible for their products. A further 58% of respondents said fashion brands should help consumers repair items, while 57% said brands should help consumers resell items.

Brands need to find innovative ways to provide consumers with relevant information. Scannable QR codes on garment labels or brand apps could help consumers to explore the lifestyle of an item, or find out the best way to recycle. Those brands offering convenient ways to access sustainability information will be in a stronger position to compete for brand loyalty.

“There’s no doubt that item-level digital ID technology will bring more value to consumers, retailers and brands, allowing them all to adopt powerful new behaviours to support circularity,” adds Shakespeare.

Access the full report here.