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Factors infl uencing willingness to pay for sustainable apparel: A literature review

Yeong Sheng Tey|Mark Brindal|Haddy Dibba
한국마케팅과학회 (Korean Scholars of Marketing Science)|2018.03|Journal of Global Fashion Marketing|제9권 제2호|pp. 129-147|DOI https://doi.org/10.1080/20932685.2018.1432407

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키워드

reviewvalueprice综述willingness to pay时尚fashion价值Sustainable apparel价格可持续服装支 付意愿
주제분류경영학

초록

Using a vote count analysis that synthesi z es previous works, this study reviews the pivotal factors that lead to greater willingness to pay for sustainable apparel products. Previous work generally concurs that there is a desire for sustainable apparel, even when a price premium is required. Our fi ndings clearly indicate that consumers, when making an actual purchase, are resistant to price premiums unless they perceive a tangible benefi t equivalent to the premium paid. These benefi ts are various, but they can all be grouped as constituting “value . ” However, that desire does not directly translate into purchasing action. We conclude that that desire is a form of theoretical rationality in the consumer’s mind. Even when value is added, the evidence indicates that the apparel will gain minimum acceptance unless the esthetic is also appealing.

Abstract

Using a vote count analysis that synthesi z es previous works, this study reviews the pivotal factors that lead to greater willingness to pay for sustainable apparel products. Previous work generally concurs that there is a desire for sustainable apparel, even when a price premium is required. Our fi ndings clearly indicate that consumers, when making an actual purchase, are resistant to price premiums unless they perceive a tangible benefi t equivalent to the premium paid. These benefi ts are various, but they can all be grouped as constituting “value . ” However, that desire does not directly translate into purchasing action. We conclude that that desire is a form of theoretical rationality in the consumer’s mind. Even when value is added, the evidence indicates that the apparel will gain minimum acceptance unless the esthetic is also appealing.

참고문헌 (59)

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