A new study on consumption patterns among young adults aged 18 to 24 and 25 to 34 reveals that sustainable fashion is significantly influencing long-term buying habits.
Commissioned by the IFM - Première Vision Chair, Institut Français de la Mode, and Première Vision in Paris, the survey entitled "The New Criteria of Young Fashion Consumers" sampled 6,000 consumers from France, Italy, Germany, the UK, and the US. It offers an in-depth analysis of young adults' perceptions, buying habits, and expectations regarding sustainable fashion.
The full results were presented at a conference during the Première Vision Paris trade show held from July 2 - 4 2024 - a key biannual event for international creative and sustainable fashion professionals.
Amidst the rise of ultra-fast fashion, the report highlighted that a significant number of young people are adopting sustainable practices, choosing brands that respect both the environment and labor conditions.
Florence Rousson, President of the Première Vision Management Board, stated, "Eco-responsible consumption represents a fundamental shift for the fashion industry, from material sourcing to manufacturing and transportation. The young generation expects brands to deepen their social and ethical commitments. At Première Vision, we support all players in achieving these goals, fostering more creative, sustainable, and ethical fashion."
According to the study, 48.8% of French consumers bought sustainable fashion in 2024, up from 41.1% in 2023. Sustainable fashion purchases are rising, with nearly one in two French consumers participating.
In Italy (52.6%) and Germany (51.4%), over half the population already buys sustainable clothing. Younger consumers are even more likely to choose eco-friendly products: in France, 58.9% of 18-24-year-olds and 55.1% of 25-34-year-olds have made such purchases. In Germany, 64.9% of 18-24-year-olds have bought eco-responsible fashion, compared to 51.4% of the general population. Similarly, 65.7% of 18-24-year-olds in the UK have done so, versus 47.4% of the general population.
Material choice is the top criterion for determining a product's sustainability across all surveyed countries. In Italy, 46.7% of the population sees it as the main factor for a responsible fashion industry, with the UK and the US also exceeding 40%.
Product quality is the leading criterion for choosing fashion items in Italy, Germany, and the US, with about a third of consumers prioritizing it, rising to 37% in Italy. It is also the most important factor in defining preferred brands in Italy (61.4%), Germany (62.2%), the UK (60.6%), and the US (67.1%). In France, price is the top criterion (54.7%).
Young consumers, particularly those aged 18 to 34, prioritize environmental protection slightly ahead of material choice when determining a product's sustainability. In France, over half (52.4%) of 18-24-year-olds choose brands promoting ethical and inclusive working conditions, compared to 26.3% of the general population and 38.1% of 25-34-year-olds. Diversity and inclusion are important to almost 30% of young French consumers aged 18-24, compared to 14.8% of the general population.
Transparency and information are key expectations for brands. In the US (34.5%) and the UK (37.4%), lack of information was the main reason for not purchasing sustainable fashion, while in Italy, it was not knowing where to buy these products (33.8%). In France, price was the most cited reason (41.3%), although young consumers are willing to pay more for sustainable items. For example, French 18-24-year-olds are prepared to spend €331 on sustainable fashion items, compared to €208 for the general population. This trend is consistent across all surveyed countries, with US young adults willing to spend €347 versus €313 for the general population.
Consumers are aware of the cost of sustainable manufacturing and are willing to pay a higher price if they have access to traceability and ethical information.
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