Environmental Protection Trend, Green Enterprises Win Favor

　 Consumer environmental practices

stay Choose In textiles, the biggest change for consumers is the search for natural fibers. According to the Cotton Corp lifestyle survey, 56% of American consumers are looking for natural fibers when purchasing textiles, up from 45% in 2008.

At present, there are some confusion about the publicity slogans of environmental textiles on the market. Consumers who are actively seeking and buying genuine environmental products in a concept card are small crowds. Data show that the percentage of consumers claiming to buy "green" clothing or home textile products is significantly lower than that of 5 years ago. 60% of consumers said that the current economic situation reduced their willingness to pay higher prices for environmentally friendly products, but they were willing to change some habits to better protect the environment.

The Cotton Corp lifestyle survey showed that 1/3 of US consumers bought "green" clothing in the first half of 2012, down from 36% in 2008. The decrease of consumers' willingness to find green textiles reflects some possible problems in the products of textile enterprises. In 2011, only 0.6% of the clothing retail market was environmentally friendly. Only a small number of consumers are really looking for environmentally friendly products, and 68% of consumers say they feel uneasy if they find that the clothing they buy is produced in a non environmentally friendly way.

　　 Confusion of "green" concept

Consumers are more likely to be attracted by "cotton" than "natural", "green" and "environment-friendly" concept cards.

The "green" vocabulary and organic propaganda, environmental protection, sustainability and environmentally friendly products do raise consumers' awareness of environmental protection. But the Cotton Corp lifestyle survey shows that 37% of consumers find that green marketing is confusing. When asked how to describe "sustainability" of clothing, only 25% of consumers mentioned environmental related concepts. At the same time, consumers who are actively looking for environmentally friendly clothing, like other consumers, do not have a unified understanding of sustainable clothing. "Green" vocabulary leads to various conjectures.

According to the survey, 44% of consumers and 40% of consumers said that clothing component labels and clothing tags were the most common way to judge whether clothes were environmentally friendly. When asked what promotional vocabulary would affect their purchase of a new dress, most consumers said that compared with the words "natural", "green", "degradable" and "environment-friendly", "cotton" was the most influential factor in their purchase decisions.

Consumers understand cotton easily. clothing With the comfort and ductility, 72% of consumers consider natural fiber, 75% of consumers like cotton clothing while buying clothes, 90% of consumers think cotton is safe for the environment.

　 Environmental practices bring benefits to enterprises

Environmental protection is not the primary concern of consumers. Manufacturer Brands and retailers continue to shoulder more social responsibilities.

Consumers may not be able to clearly articulate the importance of environmental production practices to their decision to buy clothes. However, textile enterprises can gain maximum benefits by continuing to apply water saving, energy saving and reducing the use of chemicals. Although consumers are lack of environmental awareness and practical motivation, 47% of consumers still support the use of recyclable resources, and 28% of consumers say they will pay attention to the brand's environmental protection policy before buying. Because of this, there is such a situation: the implementation of environmental protection policy is not a moral factor for enterprises, but a marketing tool for consumers. In this regard, the purpose of the current enterprise largely determines whether it is a credible and credible environmental policy. Through the use of enterprise tools, such as the current cotton life cycle inventory, textile enterprises and garment manufacturers can continue to measure their achievements in environmental protection and improve their work so as to maximize the use of natural resources.

When consumers' personal financial situation improves and unemployment improves, consumers' expectations of environmental protection practice will give more practical benefits to retailers and branding firms that implement environmental practices.