The sustainable enigma: antecedents of willingness to pay for sustainable fashion

Abstract

The thesis will discuss about the antecedents of willingness to pay for sustainable fashion. In the introduction, a description of the state of investigation of the subject will be carried out so that readers could better comprehend the aims of the paper. In particular, there will be a focus on sustainable practices in the fashion industry. Later, the future perspectives in sustainability thanks to technologies will be discussed. After that, the analysis on sustainability will shift to the firm’s context and in particular to the institutional framework in which they operates. In the literature review, an analysis of the antecedents to pay for sustainable fashion is made. In order to develop the empirical study, a questionnaire dealing with compassion explained by universalism importance, guilt, closeness of the garment to consumer's skin, universalism importance alone, word-of-mouth moderated by susceptibility by peers’ influence as antecedents of willingness to pay will be spread through a snowball- sampling method. Conclusion on the matter will be described at the end.