Sustainable fashion consumption demand has been awakened "green trend" how to promote industry?

The advent of the era of sustainable consumption requires cohesion.

While creating tremendous value, the development of fashion industry has also brought serious environmental pollution and social problems.

Smart brands no longer shy away from this fact and begin to make a thorough adjustment to the current situation of the supply side. As far as the consumer side is concerned, consumers have begun to understand the impact of fashion consumption, and the environmental conscious movement in the fashion field is becoming more and more accepted by people.

What is sustainable consumption? Its earliest definition appeared in 1994. The United Nations Environment Programme (UNEP) described the concept in Policy Factors for Sustainable Consumption as: & ldquo; providing services and related products to meet basic human needs and improve the quality of life, while minimizing the use of natural resources and toxic materials, and minimizing waste and pollution in the life cycle of services or products. So as not to endanger the needs of future generations. & rdquo; & nbsp;

That is to say, promoting sustainable consumption requires the cooperation of all relevant parties. In addition to the enterprise itself, the related infrastructure system of the country and the implementation of national policies, the willingness and participation of consumers also affect sustainable results, and even play an inestimable role in sustainable consumption.

Practicing the concept of sustainable consumption has become a global consensus, especially in Europe. Sustainable fashion consumption is almost universal. In everyone's mind, including children, it has become a universal concept, even a part of life style. Designers are also promoting this concept, not only in the fashion industry, but also in all walks of life.

There is a long way to go for green prosperity

As China will become the world's largest fashion market in 2019, environmental protection, green and sustainability are crucial and may have an impact in Asia and the world. What is the status quo of sustainable consumption in China?

Christina Dean, founder of Redress, a Hong Kong environmental non-profit organization dedicated to reducing waste in the fashion industry, said: & ldquo; What's great for the world is China's middle class power, which is undoubtedly promoting the progress of the Chinese market by promoting moral fashion. & rdquo;

The new "Erie China Sustainable Consumption Report 2018" published on January 7 shows that more than 90% of Chinese consumers have a certain sense of sustainable consumption, 70% of consumers pay more attention to sustainable consumption, and sustainable life is being sought after by more and more consumers.

First, there are differences in consumers'awareness of sustainable consumption.

Second, consumers'attention to the sustainable benefits of different product categories.

3. Consumers'attitude towards accepting premium for sustainable development of different products.

4. Consumers'awareness of sustainable product labeling is low.

5. Consumers'attention to the issue of corporate social responsibility is on the rise.

6. Consumers'sustainable living habits are gradually taking shape.

The report also shows that when choosing clothing and apparel, consumers have begun to consider choosing environmentally friendly fabrics, using them for other purposes or transferring them to friends after the clothing has reached its useful life. Seventy percent of consumers can already buy clothes on second-hand and rental platforms.

The report also points out that consumers still face varying degrees of barriers in choosing sustainable products. Sustainable products can not be effectively identified (81.4%), the price is too high (77%), do not know where to buy (76.9%) and the choice of sustainable products is limited (71.8%) are the consumers think that the impact is greater.

Therefore, there is still a long way to go before the prosperity of sustainable consumption. To form such a consumer market, it is necessary to strengthen the full understanding of the sustainable consumption of the public; to think about how to promote the development of sustainable consumption from the perspective of the whole industry chain; to need global communication and cooperation & hellip; & nbsp;