Strengthen The "Green" Environmental Awareness Of Textile Enterprises

With the concern of the whole society for the overall environment in recent years, many manufacturing enterprise Textile enterprises have taken measures in product production to save water, energy and reduce the use of chemicals. Although consumers' main concerns are still focused on rising retail prices, high unemployment rate and struggling personal financial situation, compared with previous years, consumers are more aware of environmental protection, are willing to develop environmental protection habits, and expect textile manufacturers, brand names and retailers to continue to shoulder corporate social responsibility.

　 Consumer's environmental practices

In terms of purchasing textiles, the biggest change for consumers is to look for natural fiber. According to the lifestyle survey of American Cotton Company, 56% of American consumers look for natural fiber texture when buying textiles, up from 45% in 2008.

At present, there is still some confusion in the propaganda of environment-friendly textiles on the market. Consumers who actively seek and buy real environment-friendly products in a concept card are a minority group. Data shows that the percentage of consumers who claim to buy "environmentally friendly" clothing or home textile products is significantly lower than that five years ago. 60% of consumers said that the current economic situation makes them less willing to pay higher prices for environmental protection products, but they are willing to change some living habits to better protect the environment.

U.S.A cotton The company's lifestyle survey shows that in the first half of 2012, one third of American consumers bought "environmentally friendly" clothing, down from 36% in 2008. The reduction of consumers' willingness to look for green textiles reflects that textile enterprises may have some problems with their products. In 2011, only 0.6% of the clothing retail market had the concept of environmental protection. Only a small number of consumers are really looking for environmentally friendly products. 68% of consumers said they would feel uneasy if they found that the clothes they bought were produced in a non environmentally friendly way.

The concept of "green" is confused

Compared with "natural", "green", "environmental protection" and other concept brands, consumers seem more likely to be attracted by "cotton".

The emerging "green" words and the promotion of organic, environmentally friendly, sustainable and environmentally friendly products have indeed strengthened consumers' awareness of environmental protection. However, according to the lifestyle survey of American cotton companies, 37% of consumers find green marketing confusing. When asked how to describe the "sustainability" of clothing, only 25% of consumers said the concept related to the environment. At the same time, consumers actively looking for environmentally friendly clothing, like other consumers, do not have a unified understanding of sustainable clothing. The word "green" has triggered various guesses.

The survey shows that 44% of consumers and 40% of consumers respectively said that clothing ingredient labels and clothing tags are the most common way for them to judge whether clothing is environmentally friendly. When asked which promotional words will affect their purchase of a new dress, most consumers said that compared with words such as "natural", "green", "degradable", "environmental protection", "cotton" is the most influential in their purchase decisions.

Consumers can easily understand the comfort and extensibility brought by cotton clothing. 72% of consumers consider natural fiber, 75% of consumers prefer cotton clothing when buying clothing, and 90% of consumers think cotton is safe for the environment.

Environmental protection practices bring benefits to enterprises

Environmental protection is not the primary concern of consumers, who expect manufacturers, brands and retailers to continue to shoulder more social responsibilities.

Consumers may not be able to clearly express the importance of environmental protection production practices to their decision to purchase clothing, but textile enterprises can gain the maximum benefit by continuing to apply business practices such as water saving, energy saving and reducing the use of chemicals. Although consumers lack environmental awareness and practical motivation, 47% of consumers still support manufacturers using recyclable resources, and 28% of consumers said they would pay attention to the brand's environmental protection policies before purchasing. Because of this, there is a situation that the implementation of environmental protection policies is not for moral reasons, but for marketing tools to win consumers. In this regard, the purpose of the current enterprise largely determines whether the environmental protection policies it implements are authentic. By using enterprise tools, such as the current cotton life cycle inventory, textile enterprises and garment producers can continue to measure their environmental performance and improve their work in order to maximize the use of natural resources.

When consumers' personal financial situation improves and their unemployment situation improves, consumers' real and visible expectations for environmental protection practices will be given retailer And brand owners.