Consumer Perceptions on Sustainable Fabric Alternatives

Utilizing pre-existing research regarding sustainable analyses of different fiber types within the fashion industry, industrial hemp has been proven to be the more sustainable choice compared to the industry’s current participation in a monoculture of cotton and polyester. Companies are aware of such facts but have not started to make the switch to sustainable fibers for production. In order to prove why a gradual shift towards sustainable practices would be beneficial, besides just its environmental implications, it seemed crucial to prove a consumer willingness and demand to purchase sustainable products. Through a Level 1 IRB approved research, consumer perceptions of sustainable practices, fabrics, and purchasing decisions were surveyed through Qualtrics. Participants of the research were anonymously surveyed on areas such as demographics, other purchasing habits, knowledge about fabrics, and their willingness to purchase a garment made from hemp if its performance and price were comparable to what is currently offered on the market. Preliminary findings show that consumers were willing to purchase sustainable products, specifically made from industrial hemp.