Factors influencing willingness to pay for sustainable apparel: A literature review

Using a vote count analysis that synthesizes previous works, this study reviews the pivotal factors that lead to greater willingness to pay for sustainable apparel products. Previous work generally concurs that there is a desire for sustainable apparel, even when a price premium is required. Our findings clearly indicate that consumers, when making an actual purchase, are resistant to price premiums unless they perceive a tangible benefit equivalent to the premium paid. These benefits are various, but they can all be grouped as constituting “value.” However, that desire does not directly translate into purchasing action. We conclude that that desire is a form of theoretical rationality in the consumer’s mind. Even when value is added, the evidence indicates that the apparel will gain minimum acceptance unless the esthetic is also appealing.