Consumers willing to buy sustainable US cotton, researchers find

As the interest in environmentally responsible business practices grows globally, researchers are interested in how that interest translates into consumer sales. Researchers from the University of Missouri have found that United States consumers are more willing to buy clothing made from sustainably grown U.S. cotton than apparel produced using conventional practices in an unknown location. Jung Ha-Brookshire, an assistant professor in the textile and apparel management department in the College of Human Environmental Sciences at MU, says transparency is the key.

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