Fighting climate change is a growing priority for fashion companies, with British luxury house Burberry the latest to announce a strategy to slash  emissions across its supply chain.

But while the fashion industry wants to help the planet—the apparel business creates around 10% of global greenhouse gas emissions—companies are also responding to consumer demand for products with more sustainable origins.

According to the Sustainable Apparel Coalition’s 2019 Pulse of the Fashion Industry Report, 75% of consumers view sustainability as very or extremely important. Half of shoppers said they would switch brands if a competitor is more environmentally and socially directed. Yet, “companies are not implementing sustainable solutions fast enough to counterbalance the negative environmental and social impacts,” the report said.

Establishing its sustainable bona fides, Burberry is aiming to reduce climate-changing greenhouse gas emissions at its stores, offices, internal manufacturing, and distribution sites 95% by 2022, and by 2030 cut these pollutants 30% throughout its extended supply chain.

The latter goal is especially significant, taking into account the global reach of an apparel, accessory, and footwear label’s supply chain, and how difficult it can be to regulate carbon emissions of every manufacturer, as well as throughout transportation, distribution, and retail channels.

Equally noteworthy is how Burberry has joined a broader effort among businesses, and a growing cadre of fashion names across the industry,  as members of the Science-Based Targets initiative, started in 2015.

Science-based targets

The initiative is a collaboration among the CDP (formerly the Carbon Disclosure Project), United Nations Global Compact, World Resources Institute, and World Wide Fund for Nature. The coalition has 575 companies who’ve committed to create climate-change-reduction programs, of which 231 have reached the point where they can set measurable targets based on scientific principles.

Other fashion companies who have either committed to create or have already set goals under the initiative include: Chanel, Gucci-parent Kering S.A., PVH Corp., Nike Inc., Puma SE, VF Corp., Hennes & Mauritz, Eileen Fisher Inc., Guess? Inc., Levi Strauss & Co., Gap Inc.,  Zara’s parent company Inditex S.A., Uniqlo’s parent Fast Retailing Co., and One Jeanswear Group, makers of denim brands such as Nine West, Gloria Vanderbilt, and Bandolino. Among retailers, whose sales include fashion, and are part of the initiative, are Walmart Inc., Target Corp., Tesco PLC, Marks & Spencer Group, and Carrefour S.A.

Read more at FORTUNE