Experimental Evidence on Consumers’ Willingness to Pay in Sustainable Fashion

Published in Scientific Reports (November 2025), this new study shows how consumers choose sustainable fashion. Researchers test buying plans and willingness to pay. They compare products with different levels of circularity. The study builds on planned behavior ideas and attribute value. It also explains the gap between what people say and do.

Context: Environmental Impact and Consumer Awareness

The fashion industry contributes much to pollution. It uses large amounts of water and energy. It runs inefficient supply chains and makes too much waste. People now know these impacts. About 66% of people around the world say they will pay extra for eco-friendly goods. In Europe, 72% say the same. Yet, even with good attitudes, buyers often do not choose sustainable items. This gap happens because habits, supply, price, trust, and quality all play a role.

Experimental Design: The Three Leather Bags

The study tests three leather bags that differ in design and sustainability. They are set up in close relation to each other:

• Bag A (Conventional Product – CP):
  It is a typical leather bag made by a large brand. It follows a take-make-dispose model. This model creates waste from leather.

• Bag B (Recycled Product – RP):
  It comes from a social enterprise. It uses leather scraps from the standard industry. This method helps manage waste.

• Bag C (Recycled-Recycled Product – RRP):
  It uses a new composite of shredded leather scraps. This design closes the production loop. It reintroduces leather into the process.

Surveys and lab experiments collect data on purchase intent and willingness to pay. The test uses a multiple-price list method for the RP and two versions of the RRP bag that differ in design.

Key Findings

1. Consumers with strong pro-social and pro-environment views show higher purchase intent. Their values drive their choices.

2. A higher purchase intent comes with a higher willingness to pay. This is especially true for the fully circular bag (RRP).

3. Good quality and clear production costs add to the appeal. Better visual and material quality, along with recognized sustainable costs, boost willingness to pay.

4. A closed-loop design attracts buyers. Transparency and education about sustainable practices build trust.

Role of Cartiera: A Case of Sustainable Social Enterprise

The experimental bags come from Cartiera, an Italian cooperative that uses simple, connected processes:

• It upcycles 60% of its leather scraps into new designs.
• It shreds the remaining 40% into composite materials.
• These steps boost overall recycling rates to 85%.
• The coop also supports social goals by hiring asylum seekers and helping them integrate.

This process blends environmental care and social support through clear, circular design and practices.

Behavioral and Policy Implications

Consumer behavior is complex. Demand for sustainable fashion links closely to economic, psychological, social, and experiential factors. Bridging the intention–behavior gap needs more than positive attitudes. It requires lowering barriers like price, availability, and unclear benefits. Policies and marketing that show product circularity, quality, and social impact can help. Supporting social enterprises with clear, innovative methods can boost both environmental and social outcomes.

Conclusion

This experimental evidence shows that consumers are willing to pay more for sustainable fashion when they hold pro-social values, see good product quality, and know the production costs involved in circular design. The findings suggest that clear, connected information on product attributes helps to drive consumer demand. These insights can guide businesses and policymakers in advancing circular economy strategies in fashion.

For a deeper dive into the study’s methodology, data, and full results, refer to the original article in Scientific Reports, volume 15, article 38752 (2025).

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