Yet such polling should be viewed with suspicion as academic research shows that consumers often say one thing yet do another, Andreas Chatzidakis, a marketing professor at London’s Royal Holloway University, told the Thomson Reuters Foundation. More than half ( 60 % ) of Britons would pay more for fashion if they trusted brand claims that workers received a fair salary . However , less than 20 % would trust the sustainability claims of clothing brands , according to an Ipsos MORI poll of 7,700 people in seven countries . Consumers are increasingly holding brands accountable for their supply chains and are wanting more information about the brands they use , said Urska Smith from Changing Markets Foundation . The United Nations has estimated around 25 million people to be in forced labour in areas including fashion and farming .
More than half ( 60 % ) of Britons would pay more for fashion if they trusted brand claims that workers received a fair salary . However , less than 20 % would trust the sustainability claims of clothing brands , according to an Ipsos MORI poll of 7,700 people in seven countries . Consumers are increasingly holding brands accountable for their supply chains and are wanting more information about the brands they use , said Urska Smith from Changing Markets Foundation . The United Nations has estimated around 25 million people to be in forced labour in areas including fashion and farming .