UK: Consumers willing to pay more on clothing if garment workers are paid fair living wage, according to poll

Author: Kieran Guilbert, Thomson Reuters Foundation, Published on: 11 January 2019

"Fast fashion has fuelled the risk of worker abuses such as forced labour in global supply chains, activists say", 10 January 2019

Most British consumers would pay more for their clothes if factory workers received fairer wages, but lack trust in the ethical pledges made by brands, a poll found on Thursday, amid growing concerns around labour abuses in the fashion industry.

Six in 10 people in Britain said they would spend up to 5 percent more on clothing if it meant garment workers were paid the so-called "fair living wage" that would allow them to cover the basic needs of their families...

Yet more than two-thirds said it was difficult to know if the brands they buy from have high ethical standards, while less than a fifth would trust information on sustainability provided by clothing companies, showed an opinion poll by Ipsos MORI...

The poll - based on interviews with 7,700 adults across seven nations from Britain and France to the United States - found consumers considered luxury brands to be no better than budget or high-street retailers when it came to sustainability.

...the poll... was commissioned by the Changing Markets Foundation and the Clean Clothes Campaign. Yet such polling should be viewed with suspicion as academic research shows that consumers often say one thing yet do another...

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