France, Germany, Italy, United Kingdom (Great Britain)
Survey time period
March 2023
Number of respondents
8,924 respondents
Age group
18 years and older
Special properties
Nationally representative sample
Method of interview
Online survey
Supplementary notes
Respondents were asked if they had reduced their clothing purchases for sustainable reasons.
The survey count for each country is as follows:
France - 2,940
GB - 2,008
Germany - 1,949
Italy - 2,027
Citation formats
Consumers buying less fashion to be sustainable in select European countries in 2023
In a 2023 survey, over **** of French consumers said that they had reduced their clothing purchases for sustainability reasons. This was a larger share than in the other surveyed countries, Great Britain, Germany, and Italy. In contrast, almost **** of German respondents said that they had no intention of reducing their clothing consumption.
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YouGov. (August 10, 2023). Consumers' intentions to reduce clothing purchases for sustainability reasons in selected European countries in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1418590/consumers-buying-fewer-clothes-in-europe/
YouGov. "Consumers' intentions to reduce clothing purchases for sustainability reasons in selected European countries in 2023." Chart. August 10, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1418590/consumers-buying-fewer-clothes-in-europe/
YouGov. (2023). Consumers' intentions to reduce clothing purchases for sustainability reasons in selected European countries in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1418590/consumers-buying-fewer-clothes-in-europe/
YouGov. "Consumers' Intentions to Reduce Clothing Purchases for Sustainability Reasons in Selected European Countries in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 10 Aug 2023, /statistics/1418590/consumers-buying-fewer-clothes-in-europe/
YouGov, Consumers' intentions to reduce clothing purchases for sustainability reasons in selected European countries in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1418590/consumers-buying-fewer-clothes-in-europe/ (last visited July 31, 2026)
Consumers' intentions to reduce clothing purchases for sustainability reasons in selected European countries in 2023 [Graph], YouGov, August 10, 2023. [Online]. Available: /statistics/1418590/consumers-buying-fewer-clothes-in-europe/
