The "most willing" to pay for sustainable fashion are South Korea and Singapore
On the other hand, consumers in the UK, Germany, the Netherlands, Belgium, and Sweden were the least likely in the world to pay more for inclusive and sustainable brands.
The researchers also found that consumers' willingness to pay for upscale, trendy brands was highest among consumers from South Africa, China, and Thailand.
The study analysed responses from 24,798 people in 20 countries and Hong Kong to investigate consumer willingness to pay across a range of demographics. The study concentrated on two categories of brands: those positioned as exclusive and trendy, and those that strive for inclusivity and sustainability. | BGNES