Willingness to pay for sustainable fashion as a function of culture: cross-cultural research.

Abstract

Research question: Considering the multiple aspects of sustainability in the fashion domain and the complexity of the concept of culture, this thesis attempts to evaluate the relationships between cultural values and consumer purchasing intentions of ethical fashion. The study is focusing on the examination of the hypotheses relating to the variables of culture and willingness to pay for sustainable fashion. Hofstede’s dimensions are used to operate the concept of culture. It is assumed that the purchase behaviour in the sustainable fashion domain is relevant with the cultural dimensions, and in the research these hypotheses are tested separately in the two cultural settings: Italy and Russia. Methodology: A quantitative approach based on a survey was adopted and data were collected in Italy and Russia within the week from June 16th, 2022 to June 24th, 2022. The questionnaire was designed using the Qualtrics software and distributed online. The study was focused on both male and female consumers, born in Italy and Russia, who are aged above 18 years old and have purchasing power. The hypothesized relationships were tested through partial least squares structural equation modeling using the SmartPLS software. Contribution: There is still a lack of evidences on how cultural dimensions affect distinct types of sustainable behaviors, such as ethical fashion engagement. The thesis provides the contribution for a deeper understanding of cross-cultural consumer behaviour in sustainability and evaluate the willingness to pay for sustainable fashion as a function of culture. A better understanding of the differences in the impact of the cultural setting on ethical fashion purchase behaviour would help business better position the products, communicate the values and set the prices. Owing to the obtained significance of the COL and LTO positive influence on WTP in Italy and Russia, respectively, brand managers could customize communication strategies that bring the corresponding values that are most salient to consumers in each country for setting a value-based price and increase willingness to pay more for sustainable fashion. Originality: To the best of the author’s knowledge, this study is only the first to have scientifically examined the personal cultural orientation effects on individual’s WTP in sustainable fashion, taking into account all the cultural dimensions and possible interactions of PDB with them.