The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel

Bibliographic Details
Main Author: Johnsen, Markus Wachek
Publication Date: 2025
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/181898
Summary: In the fashion industry, consumers’ intentions to purchase sustainable apparel often fail to translate into behavior. While qualitative studies highlight barriers that limit consumers to act on their intentions, limited quantitative research has explored their impact. This study builds on this foundation by examining how consumers’ willingness to pay (WTP) for sustainable apparel is influenced by their perceptions of six barriers. Data from 163 valid responses were analyzed using conjoint analysis and linear modeling. Results show that price perception and social norms significantly affect WTP, while knowledge moderates the effects of perceived consumer effectiveness (positively) and availability (negatively) on WTP.
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spelling The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparelConsumer behaviorSustainabilitySustainable fashionWillingness to payConjoint analysisDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the fashion industry, consumers’ intentions to purchase sustainable apparel often fail to translate into behavior. While qualitative studies highlight barriers that limit consumers to act on their intentions, limited quantitative research has explored their impact. This study builds on this foundation by examining how consumers’ willingness to pay (WTP) for sustainable apparel is influenced by their perceptions of six barriers. Data from 163 valid responses were analyzed using conjoint analysis and linear modeling. Results show that price perception and social norms significantly affect WTP, while knowledge moderates the effects of perceived consumer effectiveness (positively) and availability (negatively) on WTP.Martinez, Luis F.Brüggemann, PhilippRUNJohnsen, Markus Wachek2025-04-03T11:35:12Z2025-01-102025-01-102025-01-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/181898TID:203926102enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-04-14T01:39:59Zoai:run.unl.pt:10362/181898Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T06:25:30.638465Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
title The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
spellingShingle The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
Johnsen, Markus Wachek
Consumer behavior
Sustainability
Sustainable fashion
Willingness to pay
Conjoint analysis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
title_full The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
title_fullStr The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
title_full_unstemmed The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
title_sort The effects of perceived barriers to sustainable consumption on consumers´ willingness to pay for sustainable apparel
author Johnsen, Markus Wachek
author_facet Johnsen, Markus Wachek
author_role author
dc.contributor.none.fl_str_mv Martinez, Luis F.
Brüggemann, Philipp
RUN
dc.contributor.author.fl_str_mv Johnsen, Markus Wachek
dc.subject.por.fl_str_mv Consumer behavior
Sustainability
Sustainable fashion
Willingness to pay
Conjoint analysis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Sustainability
Sustainable fashion
Willingness to pay
Conjoint analysis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description In the fashion industry, consumers’ intentions to purchase sustainable apparel often fail to translate into behavior. While qualitative studies highlight barriers that limit consumers to act on their intentions, limited quantitative research has explored their impact. This study builds on this foundation by examining how consumers’ willingness to pay (WTP) for sustainable apparel is influenced by their perceptions of six barriers. Data from 163 valid responses were analyzed using conjoint analysis and linear modeling. Results show that price perception and social norms significantly affect WTP, while knowledge moderates the effects of perceived consumer effectiveness (positively) and availability (negatively) on WTP.
publishDate 2025
dc.date.none.fl_str_mv 2025-04-03T11:35:12Z
2025-01-10
2025-01-10
2025-01-10T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/181898
TID:203926102
url http://hdl.handle.net/10362/181898
identifier_str_mv TID:203926102
dc.language.iso.fl_str_mv eng
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dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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