Personal, Social, And Environmental Spheres in Consumers’ Knowledge of Textile Materials

Abstract

Novel bio-based textile materials are being developed as part of the sustainability transition of the textile and clothing sector. As consumers play a key role in the wider adoption of these materials, it is important to study their knowledge of textile materials. Employing a mixed-method research approach and using data from a consumer survey conducted in Germany, Italy, and the UK, the study examined consumers’ awareness and perception of the origins of common and contemporary textile materials. The findings highlight that awareness of the origin of textile materials is generally poor. The Italian respondents demonstrated greater awareness of material origins than the German and UK respondents, and the German respondents placed stronger emphasis on environmental aspects. Higher education levels were associated with greater knowledge of materials. The study shows that use experience is the primary criteria when consumers evaluate textile materials, whereas environmental aspects remain more distant. In relation to the sustainability transition of the textile and clothing sector, the findings raise concerns about the impact of current knowledge levels on consumer behavior, suggesting that consumer-level adoption of novel bio-based textile materials could benefit from improved understanding of materials.