Shopping for clothes online has become a normal part of life, but many people find it incredibly difficult to shop in a way that’s good for the planet and for people. A recent study of shoppers who care about sustainability shows that even when people want to buy ethical fashion, the way online shopping is set up often blocks their efforts.
The Pleasure vs. Ethics Dilemma
Most people enjoy the thrill of online fashion shopping the excitement of finding something new, the pleasure of scrolling through beautiful images, and the fun of making quick purchases. But when shoppers try to focus on ethical choices, they often feel frustrated. The websites they use are designed to make shopping fast, fun, and easy, not to help them find out where clothes are made, how workers are treated, or what materials are used.
What Makes Ethical Shopping So Hard?
The study found that online stores don’t make it easy to search for ethical options. Most filters are based on price or style, not on sustainability. Shoppers often struggle to find trustworthy information about brands and products, and sometimes get confused by vague claims or missing details. The constant scrolling and urge to buy new things makes it hard to slow down and think carefully about each purchase.
How Shoppers Try to Adapt
Some people try to shop ethically by switching to second-hand sites like Vinted or Depop, using apps that rate brands for sustainability, setting strict rules for what kinds of materials or brands they will buy, or avoiding shopping altogether and choosing to swap or borrow clothes instead.
The Frustration of Ethical Shopping
Despite these efforts, most shoppers say it’s exhausting and time-consuming to shop ethically online. Many feel overwhelmed by the amount of research needed and end up feeling frustrated or giving up. For some, the only solution is to stop shopping online and buy second-hand clothes in physical stores.
What Needs to Change?
The study suggests that online fashion retailers need to make it much easier for shoppers to find ethical information. This could mean adding clear sustainability labels, making supply chain details more visible, and supporting brands that truly care about people and the planet. Until these changes happen, shopping ethically online will remain a challenge for most people.
