Experimental Evidence on Consumer Willingness to Pay in Sustainable Fashion
Published in Scientific Reports on November 5, 2025, Cascavilla et al. show robust experimental proof. Their work tests consumer purchase intention (PI) and willingness to pay (WTP) in sustainable fashion. The study uses circular product features and shifts behavior as its focus.
Context and Importance
The fashion industry leaves a deep environmental mark. It uses much water and energy. It struggles with supply chain issues. It creates high waste. All these factors make it a top global polluter. Today, more consumers see social and environmental issues. This awareness makes them choose sustainable fashion.
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About 66% of people worldwide will pay more for eco-friendly products; in Europe the share reaches 72%. This fact lifts market potential.
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There is an attitude–behavior gap. Many consumers voice support for green production. Yet many do not switch to sustainable products. Price, access, and quality often hold them back.
Study Design and Products Analyzed
The researchers ran surveys and lab tests. They focused on three leather bags. Each bag shows a step toward circular design:
| Bag Type | Description | Sustainability Level | Producer |
|---|---|---|---|
| Bag A | Standard leather bag that wastes scraps (linear process) | Low | Major fashion brand |
| Bag B | Recycled leather bag that uses leftover scraps wisely (better chain) | Medium | Italian social enterprise (Cartiera) |
| Bag C | Re-recycled bag that uses shredded composite material from scraps to close the circle | High | Cartiera |
Cartiera uses a smart circular process. It upcycles about 60% of scraps directly. It shreds the remaining 40% to boost reuse up to 85%. This method lowers waste. The firm also hires asylum seekers. This move supports social sustainability.
Key Findings
Behavioral Drivers of Purchase Intentions and Willingness to Pay
Researchers found strong pro-social and pro-environmental values. These values lift purchase intentions and raise WTP. Higher perceived production costs mix with improved material and design. This mix boosts WTP for Bag C. Knowing that others buy green goods can also push WTP.
Theoretical Insights
The study supports the Theory of Planned Behavior (TPB). TPB now includes moral norms and self-identity. The results show that intentions matter but barriers can block behavior. The study also backs Lancaster’s product attribute theory. Product sustainability and quality shape consumer choices.
Policy and Market Implications
The study shows that behavioral insights and product design must work together. This match boosts demand for circular goods. Consumer education that shows clear benefits can shrink the intention–behavior gap. Policies that support social enterprises, like Cartiera, tie sustainability to social inclusion.
Conclusion
This study deepens our grasp of how values, design, and social cues shape demand for sustainable fashion. It offers clear evidence to back policies and marketing that support a circular economy and social responsibility.
References
- Cascavilla, A. et al. (2025). Experimental evidence on consumers’ willingness to pay in the sustainable fashion industry. Scientific Reports, 15, 38752.
- Other global WTP and sustainability behavior data come from the environmental and socioeconomic research cited in the paper.
For sustainable fashion brands and policymakers, product innovation must meet consumer values and clear away barriers. This alignment is key to growing truly circular fashion consumption.
Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.
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