The global pandemic has certainly changed a great deal of daily life around the world. Along with changing habits, it has also changed thought processes. While 44% of consumers were mindful of their consumption habits in February 2020, 76% percent claimed they were more mindful of their habits in January 2021 (Nishimura, 2021). However, even with increased awareness, wallets wield power that their owners often don’t consider. It is vital to be a responsible consumer–one who spends to support ethical, eco-responsible brands and products that align with one’s values.
Responsible consumers
A responsible consumer is one who is conscious of personal consumption habits and who chooses to use purchasing power to have a more positive impact on both society and the environment (Acciona, n.d.). While more and more of the population is becoming conscious of the environment, consumers’ choices don’t always convey willingness to change.
When looking for a product to purchase or a brand to support, consumers should consider brand transparency, product quality, corporate responsibility goals, and avoiding greenwashing. Unfortunately these problems are rampant in the fashion industry. For example, the European Commission analyzed green claims made online by apparel companies and found that 42% of claims were “exaggerated, false or deceptive and could potentially qualify as unfair commercial practices under EU rules” (Burstein, 2021). Also, French logistics company GEODIS found that 62% of companies have limited visibility when it comes to their supply chains. Likewise they report that only 6% report “full visibility” (Burstein, 2021). However, there are a number of things consumers can do to enable them to act responsibly.
Tips for making informed purchase decisions
Friedman (2020) provides these suggestions to help consumers shop as informed consumers:
- Learn about raw materials.
- Research a brand’s commitment to sustainability.
- Study a product’s production process before purchasing it.
- Read hang tags.
- Consider material type.
- Note the possibilities for a product’s “afterlife.” For example, is it recyclable or biodegradable?
- Reduce consumption.
- Buy local products, because this cuts down on the energy required to transport products.
- Shop secondhand.
- Reuse, repair, and recycle.
Turning words to actions
A 2019 A.T. Kearney Earth Day Consumer Sentiments Survey found that 80% of respondents feel that the best way above all they can help the environment is by changing their shopping habits and everyday behavior. However, only 52% have adapted their purchases (Chafin & Kleinewillinghoefer, 2019). When it comes down to it, consumers must put their words into action. In conclusion, consumers can be more sustainable by supporting eco-conscious brands and sustainable products.
References
Acciona. (n.d.) Responsible consumption and the benefits of local consumption. https://www.activesustainability.com/sustainable-life/responsible-consumption-benefits-local-consumption/
Burstein, M. (2021, August 4). Why supply chain transparency means the end of greenwashing. Sourcing Journal. https://sourcingjournal.com/topics/thought-leadership/logility-supply-chain-transparency-greenwashing-xinjiang-forced-labor-customs-293815/
Chafin, C., & Kleinewillinghoefer, N. (2019, July 9). Harnessing the growing power of eco-apparel. Women’s Wear Daily, 16. https://wwd.com/business-news/business-features/a-t-kearney-sustainability-report-think-tank-1203216342/
Friedman, A. (2020, September 3). Sustainability sound off: What consumers really think of eco-friendly fashion. Sourcing Journal. https://sourcingjournal.com/topics/sustainability/lenzing-transparency-consumer-trust-fiber-sustainability-apparel-home-textiles-229267/
Nishimura, K. (2021, January 27). Will vaccines rescue retail? Why shots might not be ‘silver bullet’ fashion’s hoping for. Sourcing Journal. https://sourcingjournal.com/topics/retail/first-insight-coronavirus-vaccine-in-store-shopping-apparel-footwear-258065/
