86% of Consumers Consider Wood Sustainable

Eighty-six per cent of consumers consider wood a sustainable textile raw material, according to a study on consumer attitudes towards textile materials and sustainability by Spinnova. According to the study, consumers think brand sustainability image is single most important sign of conscious buying decision.

The study was made in Finland, Sweden, Germany, France and US in the spring of 2020. Wood was found the most sustainable out of currently available textile raw materials. The highest sustainability rating over wood was given to emerging, waste-based raw materials. Nordic respondents were most pro wood; 90 per cent of Finns and 91 per cent of Swedes consider wood a sustainable textile raw material. Reasons for not finding wood-based textiles appealing were related to both environmental reasons and qualities of the textile material.

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