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The effects of perceived barriers to sustainable consumption on consumers' willingness to pay for sustainable apparel
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Autores
Resumo(s)
In the fashion industry, consumers’ intentions to purchase sustainable apparel often
fail to translate into behavior. While qualitative studies highlight barriers that limit consumers
to act on their intentions, limited quantitative research has explored their impact. This study
builds on this foundation by examining how consumers’ willingness to pay (WTP) for
sustainable apparel is influenced by their perceptions of six barriers. Data from 163 valid
responses were analyzed using conjoint analysis and linear modeling. Results show that price
perception and social norms significantly affect WTP, while knowledge moderates the effects
of perceived consumer effectiveness (positively) and availability (negatively) on WTP.
Descrição
Palavras-chave
Consumer behavior Sustainability Sustainable fashion Willingness to pay Conjoint analysis