Seventy-one percent of consumers across the world are concerned about sustainability in the apparel category.

So says a survey by global management consulting firm Boston Consulting Group. The survey involved around 19,000 consumers as participants in eight countries—Brazil, China, France, Germany, India, Italy, Japan, and the US.

But a mere 20 per cent believes their purchasing decisions can personally impact the environment and around 70 per cent are unsure about corporate claims regarding sustainability.

Sustainability is now an integral part of everyday life with consumers’ growing awareness and their stance to opt for eco-friendly products. And to sustain existing customers and lure new ones, textile and apparel companies are creating ethical robes and offering innovative products. They are also making sure that the impact is percolated till the end of the value chain and their suppliers so that no unethical practices are imbibed and followed.

Among the materials used by some shoe makers are recycled bottles for laces, castor bean oil for the insoles, recycled cardboard for packaging as well as merino wool and tree fibers for the shoe uppers. Although millennials vouch for sustainable fashion and social change, the eco-friendly factor of a fashion product are often dominated by factors such as price and value.