Abstract Body
Background: Consumers have the power to change how companies do business. For example, Remake promotes Fashion for Good by encouraging sustainable clothing with fair pricing. Empowering consumers to make responsible choices when purchasing clothing has the potential to significantly impact workplace and environmental health in countries where textiles and clothing are made. Methods: A pilot study done in 2018 at the University of Michigan indicated that 6% of consumers always think about environmental effects and 12% always think about worker health effects. Fifty-four percent (54%) and 62% of respondents reported that they sometimes think about worker and environmental health, respectively. The rest of the respondents never think about either when purchasing clothing. All 102 respondents who participated in this online survey purchased clothing. They ranged in age from 18 to 78 (median age, 38) and 75% were female. Their incomes ranged from $29,700 to $114,100 (median income, $48,900). Results: About 75% of the respondents indicated that they would, or maybe would, be willing to pay more for clothing to protect environmental and worker health. The main barrier to paying more is uncertainty that the money would actually be used to those purposes. Lack of brand transparency and trustworthiness also reduced their willingness to pay more.Conclusions: Basic demographics is important to understand consumer needs. Several fashion companies and fashion-associated non-profits are promoting sustainable clothing lines and educating the public about the adverse health impacts of fast fashion. This pilot study is a first step to evaluating how market forces can induce a shift toward a public health focus on prevention and how sustainable fashion companies can better craft their message. Empowering consumers to improve environmental and worker health is an idea whose time has come.
