Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers

The heavy environmental effect of the fashion industry, along with growing interest consumers in sustainability issues, is driving this industry towards greater ecological integrity through development sustainable clothing. This study investigates which factors influence green consumer behavioral intention clothing a survey 2.694 Italian consumers. We consumer's concern, perceived value product, and familiarity product (both direct indirect experiences) on purchase willingness to pay premium price for products. Our results show that concern positively affect regardless type eco-materials used products, whereas experiences have different effects based specific eco-material used. Further, behavior strongly dependent consumers’ socio-demographic characteristics. Based these results, important implications scholars, managers, policymakers are provided can foster consumers' adoption transition more society. For instance, directions marketing strategy public communication campaigns provided.