Experimental Evidence on Consumer Willingness to Pay in the Sustainable Fashion Industry

Overview

This study was published on November 5, 2025, in Scientific Reports. It shows clear experimental evidence on consumer willingness to pay for sustainable fashion. The study links ideas from behavioral science with consumer choices. It uses the Theory of Planned Behavior and Lancaster’s product attribute model. These models help us see how pro-social and pro-environmental values shape buying habits. They also show how quality and production cost shape these choices.

Context: Environmental Impact of Fashion & Consumer Trends

Fashion has a big impact on the environment. The industry uses a lot of water and energy, creates inefficient supply chains, and produces much waste. As people learn more about these issues, many choose sustainable fashion. This trend shows a move toward buying that is good for both society and nature. For example:

• About 66% of people around the world are ready to pay more for eco-friendly products.
• In Europe, about 72% of people show this willingness.
• Buyers mix personal, ethical, and ecological reasons when they choose sustainable goods.

However, even with positive views on sustainability, many do not buy these products. Higher prices, less availability, lower trust, and concerns over product quality create a clear gap between attitudes and actual buying.

Experimental Design: Testing Three Leather Bag Variants

Researchers tested three types of leather bags in both a hypothetical survey and a lab experiment. Each bag showed a higher degree of circularity in its production:

1. Bag A – Conventional Leather Product (CP):
   A major brand makes this bag. It follows a simple take-make-dispose model. The process creates extra leather scraps.

2. Bag B – Recycled Leather Product (RP):
   A social enterprise makes this bag. It reuses leather scraps and improves supply chain sustainability.

3. Bag C – Re-recycled Product (RRP):
   This bag is made from a composite material that comes from shredded leather scraps. It closes the loop on production waste. It marks a breakthrough in circular economy methods.

Key Findings

• Strong pro-social and pro-environmental values make consumers more likely to buy.
• People see higher quality and cost as signs of a better product. This is especially true for Bag C, which is circular.
• The study shows that consumer experience, social values, and product details all drive sustainable buying decisions.
• The social enterprise, Cartiera, supplies Bags RP and RRP. It cuts down on waste and helps asylum seekers by offering jobs and training.

Implications for Sustainable Fashion and Policy

This research makes clear that:

• It is important to spread awareness about how circular products work. This can help match consumer views with real sustainable practices.
• Social enterprises that mix environmental care with social good should be supported.
• Barriers like high price and low availability need to be addressed. Strengthening trust and knowledge can close the gap between what consumers say and do.
• Behavioral insights must guide policies. Such policies can push for more circular practices and better consumer choices.

Conclusion

Sustainable consumption in fashion relies on a mix of clear consumer values, product innovation, and social impact. Companies and policymakers must make plans that raise product quality, explain the benefits of circular production, and support responsible business models. These efforts can raise willingness to pay and help build a sustainable fashion industry.

References:
The article refers to past studies on consumer behavior, sustainable theories, and circular economy models. These works help us understand the social and economic forces behind green buying decisions.

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