In a 2023 survey conducted among Australian consumers regarding greenwashing and sustainable fashion, around a quarter of fashion shoppers surveyed said they would stop buying from a fashion brand if they were proven to be making false, misleading, or uncorroborated claims about the sustainability of their product. Nonetheless, 27 percent of respondents indicated they would continue purchasing from a fashion brand engaging in greenwashing, despite the company making their products appear more environmentally friendly than they really are.
Share of consumers who would stop buying from a fashion brand engaging in greenwashing in Australia as of July 2023
weighted by age, gender, and region to be representative of all adults residing in Australia according to the latest Australian Bureau of Statistics (ABS) population estimates
Method of interview
Online survey
Supplementary notes
Survey question: Imagine that a fashion brand you commonly purchase from was found to have engaged in greenwashing. In what way, if at all, would this impact your future purchases with the brand?
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YouGov. (September 22, 2023). Share of consumers who would stop buying from a fashion brand engaging in greenwashing in Australia as of July 2023 [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1416005/australia-level-of-consumer-loyalty-to-fashion-brands-found-to-be-greenwashing/
YouGov. "Share of consumers who would stop buying from a fashion brand engaging in greenwashing in Australia as of July 2023 ." Chart. September 22, 2023. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1416005/australia-level-of-consumer-loyalty-to-fashion-brands-found-to-be-greenwashing/
YouGov. (2023). Share of consumers who would stop buying from a fashion brand engaging in greenwashing in Australia as of July 2023 . Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1416005/australia-level-of-consumer-loyalty-to-fashion-brands-found-to-be-greenwashing/
YouGov. "Share of Consumers Who Would Stop Buying from a Fashion Brand Engaging in Greenwashing in Australia as of July 2023 ." Statista, Statista Inc., 22 Sep 2023, https://www.statista.com/statistics/1416005/australia-level-of-consumer-loyalty-to-fashion-brands-found-to-be-greenwashing/
YouGov, Share of consumers who would stop buying from a fashion brand engaging in greenwashing in Australia as of July 2023 Statista, https://www.statista.com/statistics/1416005/australia-level-of-consumer-loyalty-to-fashion-brands-found-to-be-greenwashing/ (last visited December 21, 2024)
Share of consumers who would stop buying from a fashion brand engaging in greenwashing in Australia as of July 2023 [Graph], YouGov, September 22, 2023. [Online]. Available: https://www.statista.com/statistics/1416005/australia-level-of-consumer-loyalty-to-fashion-brands-found-to-be-greenwashing/
