Willingness to pay for environmentally linked clothing at an event: visibility, environmental certification, and level of environmental concern

Abstract

Apparel and the attributes they portray have an opportunity to influence the willingness to pay (WTP) of those who purchase them. While there have been a number of studies examining WTP, few examine purchases in a festival setting. The goal of this study was to explore participants’ WTP for apparel based on a more external motivation (visible environmental message) and/or an internal motivation (environmentally sustainable certification) at a festival. A total of 427 structured surveys were administered at a folk music festival in Canada. The study examined two differing approaches to product design for environmentally linked apparel: a message visible on the outside of the garment vs. an environmental certification inside the garment. A contingent valuation methodology was used to measure WTP and analysis conducted with Repeated Measures ANOVA. Results indicate that both product designs significantly increased WTP for the t-shirt as described. Implications of this study suggest that an enhanced understanding of the factors influencing attendee’s WTP for apparel attributes can lead to better meeting the wants of attendees, more sales and higher margins on sales.

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