Young Europeans are ready to pay more for products that are made in a sustainable manner. According to a survey by Spinnova, a Finnish bio-yarn producer, 61 percent of respondents among Europeans aged 18-30 said that they would pay more for a sustainable piece of clothing, while 41 percent would be ready to pay a premium of between 20 and 40 percent on a sustainable item. Respondents were drawn from seven European countries.