Survey: Young consumers now view sustainable fashion as stylish

A joint survey report by ifs Future Laboratory and Re-Creation on consumer awareness regarding sustainable fashion was conducted, polling 1,160 individuals across Tokyo, Kanagawa, Saitama and Chiba prefectures in December 2025. The survey uncovered underlying factors influencing sustainable purchasing decisions amid rising living costs and growing consumer fatigue with sustainability buzzwords.

The findings revealed a shift in values among the digital native generation, defined as those aged between 20 and 38. Approximately half of these fashion-conscious respondents stated they wear sustainable clothing because they find it stylish and cool. This is a clear transition from purchasing sustainable items out of a sense of environmental obligation to choosing them based on aesthetic appeal.

Furthermore, the survey dispelled the common misconception that sustainable products fail to sell due to higher prices. Over half of the fashion-oriented participants indicated a willingness to accept a price increase of 3% or more for garments with low environmental and social impact. Nearly 20% expressed a readiness to pay a premium of 10% or more.

However, despite this willingness, the survey identified a major barrier preventing widespread adoption. Consumers cited the inability to judge whether an item is genuinely sustainable as their primary obstacle to purchase. Other significant factors included a lack of trust in corporate sustainability claims and a limited range of available options (think “greenwashing”). These results suggests that corporate efforts and sustainability criteria are not reaching or convincing the general public effectively.

The study also shed light on how consumers acquire information about sustainability. Television remained the most prominent source, surpassing web searches and official company websites, even among digital natives. Iindividuals seem to form their perceptions through passive daily information consumption rather than active research.

It is noteworthy that over 80% of respondents expressed a desire to maintain and wear their clothing for as long as possible. It aligns closely with the traditional Japanese value of mottainai, where individuals find worth in treating possessions with care and respect over time rather than simply consuming them.

This report serves as a good guide for the apparel industry. Brands must bridge the communication gap by providing transparent and easily understandable sustainability metrics, while combing aesthetic appeal with verifiable environmental claims and facilitating long-term care.