In a 2023 survey, the leading barrier to purchasing sustainable fashion in France, Britain, Germany, and Italy was the price. In France, 56 percent of respondents said that sustainable clothing items were too expensive. Other popular responses focused on how hard it was to find sustainable apparel.
Reasons consumers would not buy sustainable clothing items in selected European countries in 2023
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Reasons consumers would not buy sustainable clothing items in selected European countries in 2023
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France, Germany, Italy, United Kingdom (Great Britain)
Survey time period
March 2023
Number of respondents
8,924 respondents
Age group
18 years and older
Special properties
Nationally representative sample
Method of interview
Online survey
Supplementary notes
Respondents were asked what would stop them from buying
sustainable clothing articles.
The survey count for each country is as follows:
France - 2,940
GB - 2,008
Germany - 1,949
Italy - 2,027
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YouGov. (August 10, 2023). Reasons consumers would not buy sustainable clothing items in selected European countries in 2023 [Graph]. In Statista. Retrieved April 06, 2025, from https://www.statista.com/statistics/1418553/barriers-to-sustainable-clothing-purchases-europe/
YouGov. "Reasons consumers would not buy sustainable clothing items in selected European countries in 2023." Chart. August 10, 2023. Statista. Accessed April 06, 2025. https://www.statista.com/statistics/1418553/barriers-to-sustainable-clothing-purchases-europe/
YouGov. (2023). Reasons consumers would not buy sustainable clothing items in selected European countries in 2023. Statista. Statista Inc.. Accessed: April 06, 2025. https://www.statista.com/statistics/1418553/barriers-to-sustainable-clothing-purchases-europe/
YouGov. "Reasons Consumers Would Not Buy Sustainable Clothing Items in Selected European Countries in 2023." Statista, Statista Inc., 10 Aug 2023, https://www.statista.com/statistics/1418553/barriers-to-sustainable-clothing-purchases-europe/
YouGov, Reasons consumers would not buy sustainable clothing items in selected European countries in 2023 Statista, https://www.statista.com/statistics/1418553/barriers-to-sustainable-clothing-purchases-europe/ (last visited April 06, 2025)
Reasons consumers would not buy sustainable clothing items in selected European countries in 2023 [Graph], YouGov, August 10, 2023. [Online]. Available: https://www.statista.com/statistics/1418553/barriers-to-sustainable-clothing-purchases-europe/
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