An international study conducted showed consumer’s attitudes towards textile materials and sustainability. Over 86% of consumers consider wood as a sustainable textile raw material. The trend showed people preferred wood textiles over cotton. People highly believe that the brand sustainability image was the most important sign for conscious buyers.

According to the study made in Finland, Sweden, Germany, France and the US in the spring of 2020, the most sustainable textile was coined as wood.  The highest sustainable rating was given to wood-based textiles. The only reason for not finding the wood-based textiles appealing was pertaining to the quality of the textile material and environmental reasons.

Spinnova’s CEO and co-founder Janne Poranen stated that when the company first came out with fiber made out of farmed wood it was CO2 positive. This states that the trees are large carbon sink that lumber and pulp. Hence he believes concerning excessive lumbering and native forest were mostly unnecessary.

According to the study, harmful chemicals are viewed as the worst environmental problem of the textile industry and over 64% consider it an issue. Many candidates believe that the facts that make up a sustainable image of a product was the brand’s sustainability image.

Poranen suggested that this supported the idea that the brand owner should be more transparent about their sustainability efforts and even the environmental impact of each product.

Although man-made cellulosic fibers have been in the market for decades only a third of the respondents have experienced wood-based textiles. Many respondents seem to find plant-based waste textiles appealing. Surprisingly, only a third of respondents said textile materials