DNA tags identifying cotton throughout its journey to consumers.

What are the factors that drive a consumer’s decision to purchase a cotton apparel item? Is it important for them to be able to know from which U.S. cotton production operation the fiber in that apparel item was grown and harvested?

According to Cotton Incorporated’s Lifestyle Monitor Survey, more than 52 percent of U.S. consumers say they are interested in knowing where the cotton in a clothing item comes from before purchasing it. Nearly a third of consumers (32 percent) say knowing information on a product’s environmental footprint would influence their decision to purchase a clothing item.