Thinking green does not mean acting green
Juveniles more and more tend to think green – however their problem awareness does not lead to changed behaviour. This shows a representative survey carried out by nuggets on behalf of Greenpeace among 500 juveniles aged 12 to 19 years.
The young consumers are not clueless: they have a vague knowledge about chemicals usage and labour conditions in the clothing industry. That bears hope that juveniles with growing purchasing power will respond to existing deficiencies.
But hurdles and obstacles exist that make a reconsideration of the own over-consumption difficult. Clothing must support one’s own style: design and material must be right. And the price!
It is not surprising that the existing quality labels, certifications and production details are hardly known and of little relevance to this target group. Distribution channels of fair trade or eco fashion are widely unknown to juveniles. In addition to this second-hand clothing is not particularly popular.
In principle some potential shows for ecological and ethical fashion: almost every other juvenile would like to learn more about the production of eco-clothing and the manufacturing conditions of the preferred fashion labels. However, hardly anyone actively looks for this information. Therefore, the juveniles will need to be guided how anybody can contribute to an improvement of the situation.
The full results of the study “Modekonsum unter Jugendlichen“ can be downloaded in German language from the Greenpeace website: https://www.greenpeace.de/themen/endlager-umwelt/kaum-grun-im-schrank