Sustainable production in eyeware industry and its determinants for willingness to pay.

Abstract

In an actuality in which the topic of sustainability is increasingly topical and widespread, we wonder how much individual consumer choices weigh in day to day in order to have a more carbon neutral, plastic free and generally cleaner and more sustainable world. This paper therefore aims to analyze, specifically, whether and how much consumers are willing to pay a premium price to contribute to the well-being of the planet by buying a sustainable eyewear product. The analysis, conducted through a questionnaire, investigates based on the type of lifestyle and style tastes of consumers, whether and how much they are willing to pay for the production of this specific accessory. Is it fair for consumers to pay this price? Or should companies be the ones to produce sustainably without putting consumers in front of this choice?