Global Sustainable Consumption Survey

Global Sustainable Consumption Survey – Consumer Perspective

Background

Riding on the huge success of the previous Fashion Summit, the organizing committee Fashion Summit (HK) 2018 collaborated with KPMG to conduct a Global Sustainable Consumption Survey on consumer perspective, sponsored by HSBC.

Sustainable Fashion is not only the trend, but is essential for our future and the development of fashion industry. Treating sustainability as a goal today, early movers develop competencies that rivals will be hard-pressed to match. Consumers are critical stakeholders for greater sustainability in clothing, footwear and accessories.

In 2017, Greenpeace launched a survey and explored the shopping habits of people in Europe and Asia. The survey shows that binge shopping is followed by an emotional hangover – made of emptiness, guilt and shame. Nowadays consumers’ buying behavior also changed. They do not only purchase clothing at stores. They can easily browse and purchase online with huge amount of choices at relatively cheaper prices. This encourages consumers to buy more and in return clothing use of life is shorter and more wastes are disposed to landfills.

Target Demographics

This research was intended to address general consumers in different gender and age groups in main fashion markets globally. It surveyed 5,269 people in 5 major international cities: Hong Kong, Shanghai, Tokyo, London and New York from 30th July 2018 to 6th August 2018 (at least 1,000 people from each market)

Objectives
The survey aims to assess the participants’’ views and consumption habits on sustainable fashion, also analysed the challenges and opportunities facing the sector. Its findings will inform industry players and consumers how to pursue the path of sustainable production and responsible consumption. . The survey also helps enterprises gain consumers’ insights of sustainable fashion that facilitates their future strategy planning.

Announcement & Publication

The survey was officially announced at the Fashion Summit (HK) on 6-7 September 2018 at the Hong Kong Convention and Exhibition Centre, while the full findings are now available on KPMG website.