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Ethical fashion gaining popularity in la belle province

Actu - Coton équitable

A new guide from a centre for research on responsible consumption at the Université de Sherbrooke shows that ethical fashion is alive and well in Quebec.

According to the centre, 17% of Quebecers report having bought fair trade cotton clothing in 2010.

And nearly 12% of Quebecers say that they bought clothing made with organic fabric.

Perhaps most encouragingly, consumers also report a willingness to pay up to a 17% premium for an ethical product.

In spite of its growing popularity, ethical fashion still faces a major challenge, mainly because of the uncertainties surrounding certification. There are more than 20 kinds of certifications for clothing. It can be hard for consumers to know which ones to trust.

The centre, the Observatoire de la consommation responsable (OCR), recommends limiting the number of certifications and adding more regulations.

For more information, please see the Equiterre guide to socially and environmentally responsible clothing. (French only)