Fashion and Responsibility: Chinese and Western Consumers' Perspectives

With the increasing awareness about environmental protection, sustainable fashion has become a global focus. Although it was pointed out in the article "Responsibility & Action: Differences in Sustainable Consumption between China and the West" that Chinese and Western consumers exhibit different levels of acceptance and practices, it cannot be denied that sustainable consumption has become a global consensus.

Differences in Sustainable Fashion Consumption Between China and the West

Consumer Awareness: 

Consumers in Western countries generally have a higher level of awareness and acceptance of sustainable fashion, and are more inclined to purchase products that advertise environmental protection, use renewable materials, or have fair trade certifications. In contrast, Chinese consumers engage in sustainable consumption only when they believe it adds value to their purchase.

Policies and Regulations: 

Western countries such as Europe and the United States have relatively complete environmental protection regulations and policies, and the government provides strong support for sustainable fashion. For example, the European Union has strict environmental standards for textiles and restrictions on chemical substances. Although China is also strengthening the construction and implementation of relevant regulations, there are still deficiencies in enforcement and supervision compared to Western countries.

“Navigating The Green Threads”

Brand Practices: 

Many Western fashion brands have made sustainable development one of their core strategies, setting specific sustainable goals. They not only use environmentally friendly materials in product design but also adopt digital product passports for traceability. In China, although many brands have dipped their toes into the field of sustainable fashion and focused on energy conservation and emission reduction in production, the overall number and scale of relevant brands is relatively small, and they have only started recently.

Education and Advocacy: 

Education and promotional activities regarding sustainable fashion are more common in Western countries, with relevant content often featured in mass media and social media platforms. Consumers in these countries are becoming increasingly sophisticated in their understanding of "sustainability." In China, although educational and promotional efforts in this area are gradually increasing, the level of popularization and influence is still insufficient, requiring further enhancement to drive more sustainable fashion consumption.

Market Maturity: 

The sustainable fashion market in Western countries is relatively mature, making it easier for consumers to access relevant information and products.  In contrast, the sustainable fashion market in China is still in its developing stage. Consumers may encounter issues such as information asymmetry and limited product choices when selecting sustainable fashion products, necessitating continuous efforts to achieve deeper development.

The differences in sustainable fashion consumption between China and the West reflect the varying cultural, economic, and social development levels, laws and regulations, as well as market maturity in each region. However, with the increasing global focus on environmental protection and sustainable development, the popularity of environmental awareness, and the guidance of policies, this gap is gradually narrowing. In this new era of sustainable development, brands are facing unprecedented challenges and opportunities. They need to actively respond to consumer demands and expectations, influencing and guiding them through the transformation and improvement of their sustainable philosophies into practice.

Between Conscious Program Boosts the Internationalisation and Sustainable Iteration of Brands

In 2024, sustainability is undoubtedly one of the crucial themes across the entire fashion industry chain. As an international sustainable fashion platform, Between Conscious Program will provide comprehensive support to enterprises in upgrading their brands under sustainable principles. It aims to assist brands in building stronger sustainable teams, and realizing their corporate, social, and brand values. Through international upgrading services and iterative upgrades for sustainable products, the program aims to enhance the international influence of brands, gain international recognition, and win more market favor. It strives to help brands achieve dual iterations of internationalization and sustainability, jointly promoting the green development of the global fashion industry.