Sustainable fashion is becoming more popular among China’s middle class Millennials. While consumers in China have been concerned about the environmental impacts of their purchasing decisions, the pandemic has increased their action on the issue. Sustainability has become a top of mind influencer of young Chinese consumers’ purchase intent, particularly among China’s middle class youth who have started associating sustainability with the Chinese key opinion leaders (KOLs) and influencers they follow. Brands are listening, and this year’s Shanghai Fashion Week AW21 put “sustainability at the heart of the season’s programming.” Taiwan is currently leading the eco-friendly fashion game, and according to Dutch consulting company, Metabolic, the country’s textile industry is leading the effort for producing performance fabric made from waste-based products. Young Chinese consumers’ emphasis on sustainability efforts is partially a result of their “Millennial burnout” and desire to live “a more minimalist and purposeful life.” (Jing Daily)
