Consumers willing to pay more for sustainable apparel if business is transparent, study finds

Consumers willing to pay more for sustainable apparel if business is transparent, study finds

The public often views the apparel industry as lacking transparency, sustainability and ethical practices. Scandals like child labor, sweat shops, and environmentally damaging manufacturing methods have alienated many consumers from the industry. Now, University of Missouri researchers have found that consumers are willing to support apparel companies that employ sustainable and ethical practices; but those businesses have to prove it.