This survey has been conducted since 2014 and aims to grasp the current awareness and initiatives for environmental considerations, environmentally friendly materials, collection of clothes that are no longer worn, and to grasp what consumers think about environmental considerations in fashion.
【Survey Summary】
Survey period: July 11, 2023 ~ July 18, 2023
Survey target: 1,000 men and women aged 15~49 nationwide
Survey method: Questionnaire survey via the Internet
* Survey results and data are rounded, and the total percentage may not be 100%.
【Survey Summary】
■More than 80% of all respondents were aware of efforts to collect unwanted clothing.
■ When asked what to do with clothes that are no longer needed, "disposing of them as household waste" was the most common at 43.1%, but there was also a strong desire to reuse them, with more than 60% of respondents saying "selling clothes at second-hand clothing stores" and "listing them on flea market apps."
More than 80% feel that "about 73% of the world's clothes are discarded and used for incineration and landfill"
■More than half of the respondents answered that they did not know clearly about the "3Rs," which is an acronym for the three initiatives to create a recycling-oriented society that balances the environment and the economy, indicating that it has not fully penetrated.
■More than 70% of respondents said they would like to participate in efforts to collect clothes that are no longer needed.
■83.2% of respondents answered that they can support the efforts to solve environmental problems of WAMEGURI, a project to collect and recycle textile products that are no longer Toyoshima & Co., Ltd. by material.
■More than 70% of respondents said they would like to incorporate environmentally and socially friendly fashion.
61.2% said they wanted to participate in global environmental protection, while 43.1% said they were interested in contributing to society.
[Efforts to collect clothes that are no longer needed: more than 80% recognized]
Regarding efforts to collect clothes that are no longer needed, only 19.6% of respondents answered that they did not know about it, and more than 80% answered that they knew about it. This shows the high level of awareness of efforts to collect unwanted clothes. On the other hand, 57.8% of respondents are aware of this, but have not been able to take action, such as "I have never seen it but I know it" or "I have seen it but have never brought it in." 22.6% of respondents answered "I have seen it or brought it in." Four in five are aware of their efforts, and one in five of them are taking action.
[More than 60% of people reuse clothes that are no longer needed at second-hand clothing stores and flea market apps]
The largest percentage of respondents (43.1%) said they would throw away clothes they no longer needed as household waste. On the other hand, more than 30% of respondents answered "selling at secondhand clothing stores" (31.1%) and "listing on flea market apps" (30.2%). It can be estimated that about 60% of people reuse clothes that they no longer need without throwing them away.
More than 80% feel that "about 73% of the world's clothes are discarded and used for incineration and landfills"]
"About 73% of the world's clothes are discarded and used for incineration and landfills," while 81.9% answered that it was a problem. The total number of respondents who answered "it is not a problem" was as low as 18.1%, indicating that many people see it as a problem. In response to the current situation where so many people regard it as a problem, it can be said that the side that provides clothes must reconsider.
[More than half of the 3Rs are not clearly understood and have not fully penetrated]
The 3Rs are a word that takes the three Rs of Reduce, Reuse, and Recycle. As a result of a survey on awareness of the 3Rs, which acronyms for the three initiatives to create a recycling-oriented society that balances the environment and the economy, less than half of all three respondents answered that they clearly know what they will do, indicating that the 3Rs have not yet fully penetrated.
[More than 70% of respondents answered that they would like to participate in the effort to collect clothes that are no longer needed]
In total, more than 70% of respondents answered that they would like to participate, indicating a high level of enthusiasm. As introduced in the previous graph, less than half of respondents said they would throw away unwanted clothes as household waste, suggesting that consumers are very interested in efforts to collect unnecessary clothes. On the other hand, 14.5% said they would rather not participate, and 13.1% said they would not want to participate.
[Toyoshima & Co., Ltd. 83.2% of respondents said they could support WAMEGURI's efforts to solve environmental problems]
Toyoshima & Co., Ltd. We are working on a project called "WAMEGURI" to collect and recycle unnecessary textile products by material. This is a project in which fibers that are no longer needed in Japan are returned to a wadding shape using a dedicated anti-wool machine, spun again, and reborn as new products. Regarding WAMEGURI's efforts to solve the environmental problem of mass disposal of clothing, 83.2% of respondents answered that they could support it.
[More than 70% of people want to adopt environmentally and socially friendly fashion]
About 70% of respondents wanted to incorporate environmentally and socially friendly fashion.
These results show that many people are interested in the environment and society. Please refer to the survey results below for the reason.
■61.2% wanted to participate in global environmental protection, 43.1% were interested in contributing to society.
When we asked those who answered that they wanted to adopt fashion that is environmentally and socially friendly (*multiple answers allowed), 61.2% said they wanted to participate in global environmental protection, and 43.1% said they were interested in contributing to society. From the above, it can be seen that there are many people who want to work on global environmental protection and social contribution through fashion, and few people think of it as a reason for trends and self-expression.
【Summary】
By conducting the Sustainable Fashion Survey, we were able to obtain responses about what consumers think about the collection and disposal of clothes that they no longer need, their perception of current collection efforts, and their reactions to them.
More than 80% of respondents are aware of efforts to collect clothes that are no longer needed, indicating the high level of penetration. On the other hand, it was also found that there are nearly 60% of people who know but have not been able to take action.
Less than half of the respondents said they would throw away clothes they no longer needed as household waste, and more than half of the respondents were actively working to reuse clothes at the individual level, such as selling them to second-hand clothing stores or listing them on flea market apps.
In addition, more than 80% of people feel that "about 73% of the world's clothes are discarded and used for incineration and landfills." Under such circumstances, more than half of the 3Rs, which are the acronyms for the three initiatives to create a recycling-oriented society that balances the environment and the economy, have not been fully understood as a concept.
More than 70% of respondents answered that they would like to participate in efforts to collect clothes that are no longer needed, indicating a high level of consumer intent to reuse clothing.
Regarding the efforts of the Toyoshima & Co., Ltd. clothing collection project "WAMEGURI" to solve environmental problems, 83.2% of respondents said they could support it.
Finally, we found that more than 70% want to embrace environmentally and socially conscious fashion.
Through this survey, we can see the current state of clothing recollections at the individual level, as well as the growing awareness of clothing collection projects conducted by companies and their willingness to participate in them. Regarding the part of discarding fashion after enjoying it, I think it is necessary for the fashion industry and consumers to continue to think and act together.
