Given the worrying environmental issues facing the world, the concept of ‘sustainable fashion’ has become more prominent than ever before.

Interested in sustainable fashion, British online marketplace OnBuy.com analysed the latest findings from KPMG, who surveyed 1,000 Londoners to identify the features they most align with their definition of sustainable fashion.

Additionally, OnBuy also sought to discover the factors that would most encourage Londoners to buy more/pay more for sustainable fashion.

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Some of the highlights from the research include:

  1. Londoners rank ethical and fair trade/labour practices (48%) as the most important attributes of sustainable fashion
  2. Thereafter, 31% constitute the use of no hazardous chemicals as well as a pollution-free production process as crucial elements in their definition of sustainable fashion
  3. Shoppers in the capital are willing to buy more/pay more for sustainable fashion if they believe the products represent good value for money (57%)
  4. Interestingly, only 25% consider the environmental friendliness concept/message of a brand when deciding to increase their purchasing and/or spending intentions on sustainable fashion
  5. On average, Londoners search for the term ‘sustainable fashion’ online 1,900 times per month