Fondazione GRINS
Growing Resilient,
Inclusive and Sustainable
Galleria Ugo Bassi 1, 40121, Bologna, IT
C.F/P.IVA 91451720378
Finanziato dal Piano Nazionale di Ripresa e Resilienza (PNRR), Missione 4 (Infrastruttura e ricerca), Componente 2 (Dalla Ricerca all’Impresa), Investimento 1.3 (Partnership Estese), Tematica 9 (Sostenibilità economica e finanziaria di sistemi e territori).
Open Access
GRINS THEMATIC AREAS
RESOURCES
This paper investigates consumers’ willingness to pay (WTP) for sustainable and ethically produced garments using a randomized controlled trial in the Italian Survey on Consumer Expectations (ISCE).
We conduct a contingent valuation study with a representative sample of approximately 5,000 Italian individuals, aged 18 to 75 years.
Our results show that information treatments—especially those concerning labor conditions—significantly raise consumers’ WTP, while certification labels alone have weak or even negative effects. This underscores that credibility matters, with EU labels outperforming brand and NGO ones.
Socio-demographics (gender, income, political orientation) and actual consumption patterns (spending, disposal behavior) strongly shape valuation, while age and education play a marginal role.
Our findings provide evidence to guide policymakers, firms, and non-governmental organizations in designing strategies that can effectively promote ethical and sustainable fashion.
KEYWORDS
AKNOWLEDGEMENTS
This study was funded by the European Union - NextGenerationEU, in the framework of the GRINS - Growing Resilient, INclusive and Sustainable project (GRINS PE00000018). The views and opinions expressed are solely those of the authors and do not necessarily reflect those of the European Union, nor can the European Union be held responsible for them.
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