According to a survey of 2019, the difficulty to discern eco-friendly brands was the main factor hindering consumers in Italy from buying eco-friendly and ethical clothes. Furthermore, other relevant obstacles were the high prices and the difficulty to find such brands.
However, when asked about important eco-friendly elements in the purchase of clothes, Italian respondents mostly indicated sustainable fabrics and materials.
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YouGov Italy. (November 19, 2019). What restrain you from buying ethical and eco-friendly clothes? [Graph]. In ÌÇÐÄÆÆ½â°æ. Retrieved August 01, 2026, from /statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy. "What restrain you from buying ethical and eco-friendly clothes?." Chart. November 19, 2019. ÌÇÐÄÆÆ½â°æ. Accessed August 01, 2026. /statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy. (2019). What restrain you from buying ethical and eco-friendly clothes?. ÌÇÐÄÆÆ½â°æ. ÌÇÐÄÆÆ½â°æ Inc.. Accessed: August 01, 2026. /statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy. "What Restrain You from Buying Ethical and Eco-friendly Clothes?." ÌÇÐÄÆÆ½â°æ, ÌÇÐÄÆÆ½â°æ Inc., 19 Nov 2019, /statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/
YouGov Italy, What restrain you from buying ethical and eco-friendly clothes? ÌÇÐÄÆÆ½â°æ, /statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/ (last visited August 01, 2026)
What restrain you from buying ethical and eco-friendly clothes? [Graph], YouGov Italy, November 19, 2019. [Online]. Available: /statistics/1100657/opinions-on-factors-hindering-consumers-from-buying-ethical-clothes-in-italy/