Figures are rounded. The original survey questions was phrased as follows: Which, if any, of the following fashion brands or shops do you associate with having a sustainable supply chain?
* Respondents from six European countries took part in this survey: Poland (1,109), France (1,100), Italy (1076), Germany (1,093), Spain (1,089), UK (1,117).
Citation formats
Sustainable supply chains: consumer perceptions on fashion brands Europe 2018
In the eyes of consumers, many fashion brands are not the perfect practicers of sustainability in their supply chains. According to the results of a 2018 survey conducted in six European countries, on average ** percent of people associated H&M with having a sustainable supply chain. This share was as low as **** percent in the case of GAP and Asos.
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Ipsos MORI, & The Changing Markets Foundation. (November 1, 2018). Which, if any, of the following fashion brands or shops do you associate with having a sustainable supply chain? [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 05, 2026, from /statistics/1099579/consumer-opinions-on-fashion-brands-supply-chain-sustainability-europe/
Ipsos MORI, und The Changing Markets Foundation. "Which, if any, of the following fashion brands or shops do you associate with having a sustainable supply chain?." Chart. November 1, 2018. ÌÇÐÄÆƽâ°æ. Accessed August 05, 2026. /statistics/1099579/consumer-opinions-on-fashion-brands-supply-chain-sustainability-europe/
Ipsos MORI, The Changing Markets Foundation. (2018). Which, if any, of the following fashion brands or shops do you associate with having a sustainable supply chain?. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 05, 2026. /statistics/1099579/consumer-opinions-on-fashion-brands-supply-chain-sustainability-europe/
Ipsos MORI, and The Changing Markets Foundation. "Which, If Any, of The following Fashion Brands or Shops Do You Associate with Having a Sustainable Supply Chain?." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 1 Nov 2018, /statistics/1099579/consumer-opinions-on-fashion-brands-supply-chain-sustainability-europe/
Ipsos MORI & The Changing Markets Foundation, Which, if any, of the following fashion brands or shops do you associate with having a sustainable supply chain? ÌÇÐÄÆƽâ°æ, /statistics/1099579/consumer-opinions-on-fashion-brands-supply-chain-sustainability-europe/ (last visited August 05, 2026)
Which, if any, of the following fashion brands or shops do you associate with having a sustainable supply chain? [Graph], Ipsos MORI, & The Changing Markets Foundation, November 1, 2018. [Online]. Available: /statistics/1099579/consumer-opinions-on-fashion-brands-supply-chain-sustainability-europe/
