The researchers surveyed 500 people nationwide. They found consumers preferred the sustainably produced U.S.-grown cotton over apparel made in unknown locations using conventional practices. Additionally, consumers were willing to pay up to $5 more for a $30 cotton shirt produced sustainably in the U.S.

Researcher Pamela Norum says many U.S. cotton farmers are using sustainable practices but aren’t communicating that fact well enough to the public. She says the research shows how important it is to promote those sustainable practices.

The research has been published in the University of Missouri-Columbia and in the Clothing and Textiles Research Journal.

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