Many Australians don't trust fashion brands because of their treatment of overseas garment workers.
The new Oxfam poll found 80 per cent of consumers believe clothing lines should be more transparent about how much they pay supply chain workers in places like Bangladesh.
Three in four people would also pay more for a clothing item if they knew it meant garment workers received living wages, the survey released on Thursday found.
"This polling is evidence of what we have long known - ethical considerations are increasingly a significant factor in consumers' purchasing decisions," Oxfam Australia chief executive Lyn Morgain said.
"That's why taking action now is not only in the interest of workers but in the interest of these companies' bottom lines."
But too many brands are not being transparent about where their clothes are made and how their workers are treated, Oxfam's latest Christmas Wish List shows.
The list identifies companies that are falling behind on measures like improving wages and conditions for garment workers.
Just Group, Modibodi and Zara are still not revealing the location of their factories, citing concerns about intellectual property, while Jeans West hasn't committed to paying their overseas workers a living wage.
"Ultimately, brands hold the power and responsibility to ensure better lives for the workers who make their clothes, including by paying a living wage, yet they are still falling short," Ms Morgain said.
Oxfam is urging fashion companies to do better, especially ahead of the Black Friday sales and the Christmas spending period.
"Oxfam's call for transparency and urgent action echoes the sentiments of concerned consumers, who want to support garment workers in their efforts to break free from the cycle of poverty," Ms Morgain said.
"We are united in our demands and envision a future where fashion is fair."
AAP has approached Just Group, Modibodi, Zara and Jeans West for comment.
