While millennial shoppers continue to value trends, there is an emerging determination to make greener choices and many are prepared to pay more for a sustainable piece of clothing, new research suggests.  

According to a recent survey commissioned by Finnish sustainable fibre company Spinnova, 61% of the 283 young European adults asked would pay more for sustainable apparel, with 41% of respondents ready to pay as much as a 20-40% premium on a sustainable item. However, a 54% majority said they would only pay up to 20% more, which means some of them would not pay a premium at all.

“In any case, there is an emerging determination to make more sustainable choices,” believes Spinnova’s CEO Janne Poranen. “This convinces someone like us, developing sustainable alternatives, and brands who are investing time and money in comprehensive sustainability programmes.”

The findings are from a consumer survey of an international group of students from the University of Applied Sciences of Jyväskylä. The survey was carried out online last winter with respondents, aged between 18 and 30, from seven European countries, mostly Czech and France.

But sustainable also needs to be trendy, with 51% of young adults basing their buying decision on design and only 25% on the price. Yet there’s clearly the willing to make better choices, as 51% of respondents are interested in sustainable clothes. However, only 15% know brands or shops that sell sustainable clothing.

Last month, Spinnova said it was teaming up with local clean-energy firm Fortum to continue building its bio-based ecosystem for converting agricultural waste such as straw into a cellulose-based textile fibre – potentially disrupting the use of natural cellulosics such as cotton.

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