US: H&M explores venture to sort, sell used fabric - What do Americans think of such initiatives?

To close the “loop of fashion”, H&M has partnered with recycling and water resource management company, Remondis, to collect, sort, sell used and unwanted garments and textiles. The venture will start its operations in Europe. The  standalone joint venture is called ‘Looper Textile Co.’.

While this is currently being explored in Europe, what do H&M’s customers in the US feel about companies taking up initiatives that could benefit the environment?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - nearly half (47%) of customers who tend to make purchases from H&M agree with the statement that they “try to buy only from companies who are socially and environmentally responsible.”

These respondents are more likely than the general US population to agree with the statement - 41% of the latter agree that they “try to buy only from companies who are socially and environmentally responsible.”

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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