Natural and Sustainable? Consumers’ Textile Fiber Preferences

Textile fibers have become a major issue in the debate on sustainable fashion and clothing consumption. While consumers are encouraged to choose more sustainable and circular textile materials, studies have indicated that a reduction in production and consumption has the greatest potential to reduce the total environmental impact. This can be considered an ecocentric perspective with a focus on degrowth as opposed to a technocentric view where new technologies are expected to solve environmental problems while economic growth continues. Based on a survey in Norway (N = 1284), we investigate how the techno- and ecocentric perspectives impact Norwegian consumers’ fiber preferences and perceptions and the corresponding effects on their clothing consumption. We found that the majority of consumers preferred natural fibers compared to synthetic materials. This contradicts current market practices and the recommendations by material sustainability comparison tools such as the Higg Material Sustainability Index (MSI), where many synthetics receive better ratings than natural fibers. We also found that perceptions of high sustainability regarding fibers were negatively correlated with reduced consumption. Our study suggests that a continued focus on material substitution and other technological measures for reducing climate change will impede the move toward sustainability in the textile sector.