European consumers want more transparency from apparel brands and retailers. They want fashion brands to publish the factories used to manufacture their clothes and they want fashion brands to say where the materials used in their products come from.

As per a study by Fashion Revolution, supply chain transparency and sustainability impact consumers’ purchasing decisions when shopping for clothing, accessories and shoes. When buying clothes, more than one in three consumers consider social and environmental impacts. For more people buying clothes made by workers paid a fair, living wage is important than any other topic including environmental protection, safe working conditions, animal welfare, local production and use of recycled materials.

Most people think it is important for fashion brands to reduce their long-term impacts on the world by addressing global poverty, climate change, environmental protection and gender inequality. People have an urgent, emotional desire to know more about how their clothes are made, and that they haven’t harmed the environment, the people who made them nor were tested on animals. And they want governments to hold brands and retailers to account to ensure this happens.

Fashion Revolution surveyed some 5000 European consumers aged 16 to 75 in the five largest European markets, including Germany, United Kingdom, France, Italy and Spain.