Consumer curiosity on where and how products are manufactured is ushering in new purchasing habits based on heightened social awareness combined with a desire to practice a more sustainable lifestyle. Evidence of this trend is reflected clearly in the relevancy of shopping locally. When asked, “Has ‘buy local’ become more important than ‘buy Made in USA?’” 65 percent of respondents answered “Yes.” Similarly, the phrase “Made Responsibly” now resonates strongly with consumers. Whether purchasing apparel or footwear, “Made Responsibly” ranked at the top with survey participants. Another indicator of today’s conscious consumerism is that 90 percent of respondents confirmed that they are buying fewer, but better quality items, highlighting how consumers are shopping smarter and are increasingly interested in how their values align with the products they purchase. The survey, conducted by MESH01, included 111 respondents, men and women, with an average age of 35 years old.
Made In America: 2018 VS. 2019
Has your interest in knowing where a product is made increased in the past year?
Yes
“Areas with low labor rates and poor working conditions should be avoided by quality companies.” Male / 34
“Yes and no. I prefer Made in the USA, but sometimes price point changes this.” Female / 31
No
“As long as it is high quality and fairly priced I do not care where a product is made.” Male / 2
How important is a “Made In America” product label in your decision making process?
Would you pay more for a product that is Made In America?
Has “buy local” become more important than “buy Made in the USA”?
Are you familiar with the slogan “Who Made Your Clothes”?
How recently have you looked for and purchased any apparel with the Made In USA label?
How recently have you looked for and purchased any footwear with the Made In USA label?
How important is a “Made In America” product label in your decision making process?
Eco Consciousness
Ranking of Importance when purchasing apparel.
1. Made Responsibly
2. Made Locally
3. Made in America
4. Made Animal Free
Ranking of Importance when purchasing footwear.
1. Made Responsibly
2. Made in America
3. Made Locally
4. Made Animal Free
Where do you learn about production policies of specific brands?
Are you buying fewer,
but better quality items?
but better quality items?
Do you relate the concern about plastics to your wardrobe products made with polyester?
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