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LONDON – Just under half (48 per cent) of Londoners surveyed said they think ethical and fair trade/labour practices are the most important attributes of sustainable fashion. KPMG and British online marketplace Onbuy.com questioned 1,000 people for a new poll highlighting the growing profile of sustainable fashion. They found 57 per cent of respondents said they would be willing to pay more for sustainable fashion, provided that it was good value for money. This figure has remained remarkably consistent – around half – for the past decade yet does not appear to be mirrored by consumer actions (if the growth of the fast – and ultra-fast – fashion sectors is anything to go by).

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