For the first time, comprehensive market research on private purchasing and usage behaviour of sustainable textiles was conducted in Switzerland.
The market research conducted as part of STS2030 shows where the potential and risks for more sustainable purchasing and usage behaviour lie among individuals, companies and the public sector. In a webinar Market Research on Purchasing Behaviour in Switzerland held on the 30th of June 2021, the current results were presented and discussed.
The study sought to find out what consumers know and think about sustainability in textiles. The study provides exciting insights into how consumers can be made to purchase textiles more sustainably and was co-financed by the Federal Office for the Environment (FOEN). After Tobias Meier from the Sustainable Textiles 2030 office (ecos) and Philipp Scheidiger, Managing Director of Swiss Fair Trade, welcomed the participants, Steffen Schmidt (LINK) introduced them to the results and key findings of the market research study. His explanations were then complemented by key findings on the challenges and potentials for more sustainable purchasing of clothing and textiles in companies as well as the public sector by Annette Keller (nachhaltig wirkt). The discussion of the results then continued in breakout-rooms.
Together with the representatives of the STS2030 consortium (amfori, Swiss Textiles and Swiss Fair Trade) and representatives of LINK, the segments “consumers” and “public sector and companies” were discussed in depth in the breakout sessions. This led to lively discussions on topics such as the attitude-behaviour gap, the responsibility of companies in making sustainability more visible, intrinsic motivation in purchasing decisions and possibilities for Switzerland to take on a pioneering role regarding the topic of sustainable consumption.
Central themes that emerged from the discussions in the breakout sessions were the danger of greenwashing and the associated problem of unprotected terms such as “sustainable” or “fair”. The need to create more understanding for the complex production of textiles and the corresponding labels was also addressed. Finally, the topic of how a possible awareness campaign in the field of sustainable textiles could be designed in the most effective way was addressed.
We would like to thank everyone who participated and contributed to these inspiring discussions. The results of the market research on purchasing behaviour in Switzerland will be published at the end of summer and will form the basis for the STS2030 awareness campaign.
Industry representatives are invited to participate in the conception of the campaign and can contact the relevant associations or us directly.