Pricing drives purchase of sustainable fashion in the UAE: YouGov


July 2, 2019 | By RetailME Bureau

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.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /


Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau
Cookit

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau

World’s largest fully integrated online brand in fresh fish and meat e-commerce 

Continue Reading

December 14, 2020 | By RetailME Bureau
Koita

Homegrown, organic and plant milk company, Koita has announced its expansion into 

Continue Reading

December 9, 2020 | By RetailME Bureau
Middle East's vegan revolution

Today’s on-demand streaming services are ripe with docu-series and explainer videos on 

Continue Reading

December 3, 2020 | By Shruthi Nair




Download Images RetailME Magazine