INTRODUCTION

In the fashion industry the pandemic situation has brought a huge digital revolution, which has also led to more environmentally conscious decisions. Major fashion houses, thousands of online retailers and designers are advocating for innovations that save not only the planet but also the industry. In addition to eco-conscious production and sourcing sustainable raw materials, the focus is on transforming packaging and moving to a circular economy as soon as possible. And here too, it is consumers who are leading the initiative by reading, asking questions and taking action. In what way? By choosing brands, raw materials and packaging. Consumer research confirms consumers’ sensitivity to eco-friendly packaging, according to which they are willing to pay an even higher price for more sustainable packaging.