Influence of contagion on fashion, environmental activism, and awareness of the devastation of fast fashion. How much and how has our shopping style changed today? Well, if it were a classroom, most of us would have raised our hands now: “My shopping style is more sustainable” (we expect a lot). The statement will make the designer smile (with obvious satisfaction) Vivian Westwood, Champion of Environmental Sustainability, Always with the motto “Choose well, buy less, keep it over time” Method description. But as we begin to become more and more people in Italy who prefer ethical and sustainable fashion brands than fast fashions, let us ask ourselves: Where is Italy on the list of best countries for sustainable shopping?

The question is answered in a new study eu.npeal.com, Luxury cashmere retail. Analyzes monthly searches in 64 countries and compiles the source List of top 10 countries in Europe Sustainable shopping. Warning: However, this does not mean that Europe has a world leader. In fact, the world’s most eco-friendly buyer is the United States with 29.7 thousand searches on the net linked to the question of “sustainable shopping.” Then there is Europe, with a total of several states with 74,130 monthly searches.

Only 10 European countries are included in the ranking of the best countries Sustainable shoppingFind out where Italy is: In number # 5. Belfast is preceded by: United Kingdom (with 24,500 monthly searches), Ireland (1,060), Germany (1010), and the Netherlands (830). This is up to Italy, which ranks fifth with 740 monthly searches. Next, from top to bottom, follow: France, Denmark, Spain, Sweden – perhaps the biggest surprise – Greece.

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Based on all this, there are keywords that users search the net for sustainable brands. The list prepared by the source lists those taken as study material, namely: ethical shopping, ethical fashion, moral clothing, sustainable fashion, sustainable clothing, eco fashion, second hand clothing, and organic clothing. From these keywords, a reflection: That’s it Sustainable shopping Go in two directions. On the one hand, there is a preference for new brands Stable fabrics (Such as organic cotton), responsible production with workers from ateliers located in their home country (in Italy, this is what makes a product made in Italy). On the other hand, the phenomenon of the circular economy is derived from the purchase of pre-favorite clothing and accessories: the used one has now lost its negative connotation. New online trading platforms, Where millennials and gen ezd prefer to buy their favorite items (at very low prices).

The study confirms this: “Gen Z and Millennials prefer frugality over fast fashion, Then continue to buy second hand clothes from vintage shops, charity shops or e-commerce platforms. “Second hand clothing stores near me” has witnessed a + 5000% increase in search over the last 5 years. Joe McLaren N. PeelThe brand author of the study commented on the results: “The media has played a crucial role in raising awareness about sustainable purchasing choices and in explaining the environmental and social impact of purchases. As a result, consumers are becoming smarter at evaluating their choices. “But we do not stop there, there is still a lot to do.