Purchase Intention of Sustainable Fashion-Reference-Cited by-同舟云学术

Purchase Intention of Sustainable Fashion

Published:2024-05-28 Issue: Volume: Page:95-111
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
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Author:

Pires Paulo Botelho¹^ORCID,Morais Cláudia Filipa Silva²,Delgado Catarina²^ORCID,Santos José Duarte³^ORCID

Affiliation:

1. Porto Business School, Portugal

2. School of Economics and Management, University of Porto, Portugal

3. CEOS.PP, ISCAP, Polytechnic of Porto, Portugal

Abstract

In today's world, the idea of sustainable fashion is gaining traction. Finding a link between pricing and the purchase of sustainable clothes is the aim of this study. Regression models and t-tests of two independent samples (two-tailed tests) were applied by means of the application of a questionnaire. The study found that consumers' willingness to pay for price increases is related with non-linear (quadratic or exponential) product pricing. The results of this study suggest that consumers are willing to pay higher prices for sustainable clothing. Through an understanding of the relationship between price and consumer behavior, businesses can more effectively align their pricing strategies with the demands of environmentally conscious consumers.

Publisher

IGI Global

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