A vast majority of UAE residents think sustainable manufacturing processes are important when buying fashion products, but price is the major motivation, indicates a YouGov survey.
The sustainable fashion movement – which thinks it is important to gear the fashion industry towards being more ecological and socially just – has gained huge significance in recent years. YouGov survey shows that three-quarters (75%) consider sustainability when buying fashion items but it is far behind other factors. Fitting (92%), material quality (92%), design (90%) and price (89%) are all notably more important when deciding what to buy.
YouGov’s survey shows that while it is less of a motivating factor when making a fashion purchase, three in four (75%) UAE residents are interested in buying sustainable fashion items. However, once again, price (54%) is the key driver in what would motivate someone to buy sustainable items, followed by the availability of better styles (52%).
When it comes to factors that could drive purchase of sustainable fashion items, in five of seven areas women were more likely than men to be motivated to make these purchases. While the top motivators for men are competitive prices (54%) and better designs (48%), in both cases women are more likely than men to be encouraged by these factors to make a purchase (55% and 59%, respectively).
YouGov’s survey suggests that people may be more likely to buy sustainable fashion products if labels pushed their messaging a bit harder. Just under half say they would buy sustainable fashion if the brand shared information on the benefits and impact of sustainability (47%) or set out their sustainability credentials more clearly on their labels (46%). Furthermore, a third (34%) would purchase if brands promoted sustainability in their communications.
These motivations work differently across the genders. While women are more likely than men to embrace sustainable fashion after learning about its benefits (51% vs 45%) and about the manufacturing process (53% vs 42%), men are more likely than women to respond to brand communication around sustainability (36% men vs 30% women).
Consumers’ price sensitivity is again evident with nearing two in five people (38%) saying they would be more likely to buy from sustainable fashion brands if they collected reward points for purchases, with women being more likely than men to think so (45 vs 35%).
Just above a fifth (22%) would consider sustainable fashion if it was endorsed by a celebrity or influencer and ends up becoming a fashion trend.
Watsons to open 20 new stores in the GCC
In 2020, global health & beauty retailer AS Watson Group signed its
April 29, 2024 | By Rupkatha BAsda and Deliverect Deepen Partnership to Power Rapid Delivery Across Asda Express
SQUATWOLF’s Kuwait Flagship Store Anchors Its Regional Growth Ambitions
Global beauty icon Ulta Beauty to make Riyadh debut at Panorama Mall
/ 
For decades, Haldiram’s built deep recall across the UAE through its packaged
When House of Habanero opened its first physical location at Alserkal Avenue
Union Coop has completed a significant expansion of its Hatta Souq branch,
Saudi Arabia is set to welcome U.S. food exporters this week, as
Majid Al Futtaim has officially entered the discount retail segment with the
As convenience increasingly becomes currency in the region’s grocery landscape, Union Coop
As wellness becomes a lifestyle in the UAE, the grocery aisle is
Grandiose, one of the leading grocery retailers in the UAE with a
With shifting consumer behaviour, rising cost pressures, regulatory changes, and rapid digitization,
Union Coop’s blend of retail expansion, digital innovation, and community focus is
Abu Dhabi-based MAIR Group has marked a pivotal stage in its transformation
In a move that blurs the line between shopping and investing, Apparel
/ 
Why cinemas, wellness sanctuaries and cultural districts are becoming emotional infrastructure for
In a retail landscape dominated by shelves stacked with finished products, Oo
Pure Gold Jewellers, one of the region’s leading jewellery retail brands, today
Ulta Beauty’s arrival in the Middle East is not simply another international
European denim powerhouse JACK & JONES is making a decisive return to
From bullion to boutiques, investment to immersion, Dubai Gold District marks a
The opening of New Balance’s first-ever Grey store in the Middle East
LOJEL, the global brand celebrated for its design-forward luggage and everyday carry
As youth culture reshapes the global retail playbook, Majid Al Futtaim is
Previous Article
