The New Sustainability Paradox: When Shoppers Won’t Pay More,...

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2026-05-26 05:20:14 -

The New Sustainability Paradox: When Shoppers Won’t Pay More, but Supply Chains Must Change

Walk through any major shopping district today or scroll the home page of a fashion marketplace, and sustainability messaging is everywhere. Garments are framed as "circular," fibres are described as "recycled," and climate language has become routine in product storytelling. Yet the commercial reality is more complicated. Many shoppers, still navigating stubborn cost-of-living pressure,...

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