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SFT collaborates with UNIQLO to unveil consumer attitudes towards sustainable fashion

31 Jul 2023

Research & Innovation

A collaborative study by Japanese global fashion giant UNIQLO and SFT has revealed consumer attitudes towards sustainable fashion in Hong Kong and Macao.

The annual consumer perceptions survey gathered data from 1,500 consumers across various demographics in these regions, investigating their understanding of Sustainable Development Goals (SDGs), purchasing preferences for sustainable products, and prevalent consumption patterns.

Key insights reveal growing awareness and important gaps

According to the findings, awareness about the SDGs has surged, with 71% of consumers acknowledging them — a 15% increase compared to last year's results. This uptick demonstrates the impact of social and corporate initiatives aimed at promoting SDGs. Consumers earning above HK$28,800 per month showed higher awareness levels. Of all the SDGs, respondents prioritised "Responsible Consumption and Production," rising from 10th to 5th place in just one year.

Furthermore, 60% to 70% of consumers regarded corporate sustainability as highly important. The top considerations were linked to environmental concerns such as production-related pollution, use of eco-friendly materials, and recyclable raw materials, reflecting a post-pandemic shift towards more environmentally conscious living.

The gap between intention and action

However, the survey exposed a gap between the consumers' sustainable purchasing intentions and their actual behaviour. While over 60% were willing to buy and recommend sustainable fashion products, fewer than 60% had bought such products in the past six months. Notably, about 25% had not purchased any sustainable fashion product within the past year.

The survey also revealed a proportional relationship between the quantity of sustainable information consumers received and their purchasing behaviour. Channels like eco-friendly packaging and store displays emerged as key information disseminators.

Product quality trumped price considerations

Contrary to popular belief, the study found that two-thirds of consumers ranked the product higher than price in their sustainable purchasing decisions. Reasons for not purchasing sustainable products revolved around product quality, durability, and material, casting a shadow over the common myth that price is a deterrent for sustainable purchases.

"To convert consumer interest into actual purchases, brands need to enhance the quality and appeal of their sustainable products," opined Dr Di Fan, Assistant Professor, the deputy programme leader of MA in Sustainable Fashion and Innovation, and a member of ESG Research & Sustainable Fashion Hub at SFT. He suggested that to bridge the intention-behaviour gap, brands must enhance sustainable information transmission in their products, promotions, and sales strategies.

Trust in Sustainability Information Sources

Interestingly, universities and academic research institutions were deemed the most trusted sources for sustainable product information, followed by government agencies and environmental organisations. Only about 10% trusted the information released by companies.

Dr Magnum Lam, Assistant Professor and the deputy programme leader of MA in Global Fashion Management, underscored the importance of clear, transparent information in bridging the gap between consumers' sustainable purchasing intentions and behaviours. He emphasised the need for industry and consumers to work together to raise public awareness about sustainability.

Dedicated to fostering responsible research and sustainable fashion, SFT will continue to use education and research as catalysts for change. Through nurturing a new generation of sustainability-conscious professionals, SFT seeks to bridge the gap between intention and action in sustainable fashion consumption, contributing to a more sustainable future for the fashion industry.