Purchase intent and willingness to pay for sustainable clothing with a special focus on credibility
- 1Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences
- 2Department of Environmental Economics and Sustainability, Faculty of Economic and Social Sciences, Budapest University of Technology and Economics
- 3Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences
Abstract
This study seeks to establish the variables that identify and categorize factors influencing purchase intent and willingness to pay (WTP) for sustainable clothing, and connect credibility factors of sustainable clothing with consumption behaviour for sustainable fashion. A systematic literature review was conducted in accordance with the PRISMA protocol. Relevant peer-reviewed articles were retrieved from the Web of Science and Scopus databases. After applying inclusion and screening criteria, 76 empirical studies were selected and analysed to identify research trends, methodological approaches and determinants of credibility attributes affecting purchase intent and WTP for sustainable clothing. Findings reveal that consumers’ purchase intent and WTP for sustainable clothing are influenced by several factors, including product credibility and consumer commitment, fashion style and trends, knowledge and experience with sustainability, brand authenticity, social influence and clothing attributes. Credibility plays a central role in linking sustainability attributes with consumer behaviour. Furthermore, apparel labels and certifications, transparent brand communication, and social media endorsements enhance the perceived trustworthiness of sustainable clothing and positively influence consumer decision-making. This study consolidates existing literature and emphasizes credibility as a key mechanism connecting sustainability attributes with consumers’ purchase intent and WTP, offering a research framework for future studies in sustainable fashion marketing. Future research should evaluate the role of sustainability labels, certification systems and emerging technologies in strengthening credibility and reducing information asymmetry.
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BibTeX
@article{hasan2026purchase,
title = {{Purchase intent and willingness to pay for sustainable clothing with a special focus on credibility}},
author = {Md Abu Hasan and Yahya Shafiyuddin Hilmi and Arifa Parvin Kemi and Ágoston Temesi},
journal = {Discover Sustainability},
year = {2026},
month = jul,
doi = {10.1007/s43621-026-04184-8},
url = {https://doi.org/10.1007/s43621-026-04184-8},
note = {CC BY},
}
RIS
TY - JOUR
TI - Purchase intent and willingness to pay for sustainable clothing with a special focus on credibility
AU - Md Abu Hasan
AU - Yahya Shafiyuddin Hilmi
AU - Arifa Parvin Kemi
AU - Ágoston Temesi
PY - 2026
DA - 2026/07/01
JO - Discover Sustainability
DO - 10.1007/s43621-026-04184-8
UR - https://doi.org/10.1007/s43621-026-04184-8
AB - This study seeks to establish the variables that identify and categorize factors influencing purchase intent and willingness to pay (WTP) for sustainable clothing, and connect credibility factors of sustainable clothing with consumption behaviour for sustainable fashion. A systematic literature review was conducted in accordance with the PRISMA protocol. Relevant peer-reviewed articles were retrieved from the Web of Science and Scopus databases. After applying inclusion and screening criteria, 76 empirical studies were selected and analysed to identify research trends, methodological approaches and determinants of credibility attributes affecting purchase intent and WTP for sustainable clothing. Findings reveal that consumers’ purchase intent and WTP for sustainable clothing are influenced by several factors, including product credibility and consumer commitment, fashion style and trends, knowledge and experience with sustainability, brand authenticity, social influence and clothing attributes. Credibility plays a central role in linking sustainability attributes with consumer behaviour. Furthermore, apparel labels and certifications, transparent brand communication, and social media endorsements enhance the perceived trustworthiness of sustainable clothing and positively influence consumer decision-making. This study consolidates existing literature and emphasizes credibility as a key mechanism connecting sustainability attributes with consumers’ purchase intent and WTP, offering a research framework for future studies in sustainable fashion marketing. Future research should evaluate the role of sustainability labels, certification systems and emerging technologies in strengthening credibility and reducing information asymmetry.
SN - 2662-9984
ER -