Influence of Environmental Information on the Willingness to Pay for Sustainable Fashion among University Students

Abstract

Currently, the fashion industry is striving to be more aware of its impact on the environment, leading to the emergence of the sustainable fashion movement, which seeks to be more responsible with environmental, labor, and social impacts. This has prompted consumers to also make an effort to become aware of the environmental impact of their actions and reduce their ecological footprint. In this context, the present research aims to analyze how environmental/sustainable information influences the willingness to pay for sustainable fashion garments among university students. The research applies an experimental approach, using a choice experiment, with an exploratory scope and a quantitative approach. The results obtained determined that subjects are more willing to purchase sustainable garments and would pay more for these garments if they are provided with more information regarding the environmental impact of that item.