Document Type
Article
Publication Date
3-2025
Department
College of Forest Resources and Environmental Science
Abstract
The former study suggests that Italian consumers are willing to pay premiums for new bio-based products but expect discounts on second-hand clothing, revealing a sustainability bias. This study adds more insights into such a bias by examining factors influencing consumers’ willingness to pay a premium for bio-based clothing and their expected discounts for second-hand items. Using Bayesian Mindsponge Framework (BMF) analytics on a dataset of 402 Italian consumers, the findings reveal that environmental concerns are positively associated with premiums for bio-based clothing, while higher income and education levels are also associated with the higher premium that consumers are willing to pay. For second-hand clothing, the preference for vintage appeal is linked to lower expected discounts. Men and younger consumers tend to expect higher discounts for second-hand clothing. By providing insights into Italian consumers’ sustainable fashion choices, this study offers implications for businesses, policymakers, and researchers aiming to promote eco-conscious consumption and sustainability in the fashion industry.
Publication Title
Discover Sustainability
Recommended Citation
Nguyen, M.,
Duong, M.,
Tran, T.,
Nguyen, H.,
Thi Mai Anh, T.,
&
Vuong, Q.
(2025).
Exploring Italian consumers’ willingness to pay for sustainable fashion: the roles of eco-consciousness and vintage preference.
Discover Sustainability,
6(1).
http://doi.org/10.1007/s43621-025-01026-x
Retrieved from: https://digitalcommons.mtu.edu/michigantech-p2/1493
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Version
Publisher's PDF
Publisher's Statement
© The Author(s) 2025. Publisher’s version of record: https://doi.org/10.1007/s43621-025-01026-x