Purchase Intention of Sustainable Fashion: The Relationship With Price

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Author(s): Paulo Botelho Pires (Porto Business School, Portugal), Cláudia Filipa Silva Morais (School of Economics and Management, University of Porto, Portugal), Catarina Delgado (School of Economics and Management, University of Porto, Portugal)and José Duarte Santos (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)
Copyright: 2024
Pages: 17
Source title: Driving Green Marketing in Fashion and Retail
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece)and Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)
DOI: 10.4018/979-8-3693-3049-4.ch006

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

In today's world, the idea of sustainable fashion is gaining traction. Finding a link between pricing and the purchase of sustainable clothes is the aim of this study. Regression models and t-tests of two independent samples (two-tailed tests) were applied by means of the application of a questionnaire. The study found that consumers' willingness to pay for price increases is related with non-linear (quadratic or exponential) product pricing. The results of this study suggest that consumers are willing to pay higher prices for sustainable clothing. Through an understanding of the relationship between price and consumer behavior, businesses can more effectively align their pricing strategies with the demands of environmentally conscious consumers.

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Purchase Intention of Sustainable Fashion: The Relationship With Price

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