US consumers are more willing to opt for sustainable cotton grown in the US when given the choice - many were even willing to pay more for it!
Would you choose clothing made from local sustainable cotton over cotton from an unnamed source, given the option? And if you would, would you be willing to pay a bit more for it?
Those were the questions posed by University of Missouri researchers curious to find out the potential for sustainable cotton in the marketplace. Researchers defined sustainable cotton-growing practices are those that “[use] fewer pesticides and less water, land, and energy compared to traditional practices, which result in a decreased environmental impact.” Although sustainable clothing certainly exists as a choice for consumers, it has a lot of potential for further growth.
Consumers want sustainable options
As it turns out, US consumers told the researchers that they would be more willing to opt for the sustainable option grown in the US when given the choice—many were even willing to pay five dollars more for it.
These results tell us that the clothing industry should be more transparent in its sourcing and manufacturing.
Make a difference
If you want to make a difference and support sustainable clothing, here’s how:
Tell us your thoughts
Would you be willing to pay more for clothing from a sustainable source? Leave a comment and tell us what you think!