A study of over 1,700 Swedish consumers found strong support for avoiding poor clothing production practices, especially health risks from chemicals.
Consumers were willing to pay 60–85 SEK (~$5.50–~$8.00) more per T-shirt to avoid the worst standards, but few would pay extra for top sustainability levels.
Results support clearer EU labelling and targeted premium markets.A study of over 1,700 Swedish consumers found strong support for avoiding poor clothing production practices, especially health risks from chemicals.
Consumers were willing to pay 60–85 SEK (~$5.50–~$8.00) more per T-shirt to avoid the worst standards, but few would pay extra for top sustainability levels.
Results support clearer EU labelling and targeted premium markets.
