The growing environmental and social concerns related to the fashion industry have driven increasing interest in sustainable fashion consumption. This thesis investigates the key psychological and behavioral factors influencing consumers' Willingness to Pay (WTP) a premium for sustainable fashion products. Drawing on a theoretical framework based on Environmental Beliefs, Consumer Knowledge, and Sustainable Shopping Behavior, the study aims to assess the extent to which these variables affect WTP. A quantitative methodology was adopted, and data were collected through an online survey distributed in Italy between February and March 2025, resulting in a total of 228 responses. The dataset was analyzed using correlation analysis and multiple linear regression to test the proposed model and hypotheses. The findings reveal that all three independent variables positively and significantly influence WTP, with Environmental Beliefs having the strongest impact, followed by Shopping Behavior and Consumer Knowledge. The research contributes to academic literature by offering a comprehensive understanding of the determinants of WTP for sustainable fashion. It also provides practical insights for fashion brands, suggesting the importance of transparent communication, consumer education, and loyalty-building strategies to enhance perceived value and consumer engagement.
Le crescenti preoccupazioni ambientali e sociali legate all’industria della moda hanno stimolato un interesse crescente verso il consumo di moda sostenibile. Questa tesi analizza i principali fattori psicologici e comportamentali che influenzano la disponibilità a pagare (Willingness to Pay, WTP) un prezzo premium per i prodotti di moda sostenibile. Partendo da un quadro teorico basato su credenze ambientali, conoscenza del consumatore e comportamento d’acquisto sostenibile, l’obiettivo dello studio è valutare in che misura queste variabili incidano sulla WTP. È stata adottata una metodologia quantitativa e i dati sono stati raccolti attraverso un questionario online somministrato in Italia tra febbraio e marzo 2025, ottenendo un totale di 228 risposte. I dati sono stati analizzati mediante analisi delle correlazioni e regressione lineare multipla al fine di testare il modello e le ipotesi formulate. I risultati mostrano che tutte e tre le variabili indipendenti influenzano in modo positivo e significativo la WTP, con le credenze ambientali che risultano avere l’impatto più forte, seguite dal comportamento d’acquisto e dalla conoscenza del consumatore. La ricerca contribuisce alla letteratura accademica offrendo una comprensione approfondita dei determinanti della WTP per la moda sostenibile. Inoltre, fornisce spunti pratici per i brand del settore, sottolineando l’importanza di una comunicazione trasparente, dell’educazione del consumatore e di strategie di fidelizzazione volte ad aumentare il valore percepito e il coinvolgimento dei consumatori.
MODA SOSTENIBILE: ESPLORARE LE DETERMINANTI DELLA DISPONIBILITÀ A PAGARE PER I PRODOTTI DI MODA SOSTENIBILE
TRINCHESE, GAETANO
2023/2024
Abstract
The growing environmental and social concerns related to the fashion industry have driven increasing interest in sustainable fashion consumption. This thesis investigates the key psychological and behavioral factors influencing consumers' Willingness to Pay (WTP) a premium for sustainable fashion products. Drawing on a theoretical framework based on Environmental Beliefs, Consumer Knowledge, and Sustainable Shopping Behavior, the study aims to assess the extent to which these variables affect WTP. A quantitative methodology was adopted, and data were collected through an online survey distributed in Italy between February and March 2025, resulting in a total of 228 responses. The dataset was analyzed using correlation analysis and multiple linear regression to test the proposed model and hypotheses. The findings reveal that all three independent variables positively and significantly influence WTP, with Environmental Beliefs having the strongest impact, followed by Shopping Behavior and Consumer Knowledge. The research contributes to academic literature by offering a comprehensive understanding of the determinants of WTP for sustainable fashion. It also provides practical insights for fashion brands, suggesting the importance of transparent communication, consumer education, and loyalty-building strategies to enhance perceived value and consumer engagement.| File | Dimensione | Formato | |
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Trinchese_Tesi_04_Aprile_2025.pdf
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https://hdl.handle.net/20.500.14239/29077