Do Higher Prices Signal Sustainability? North American Consumers’ Perceptions in the Fashion Industry

With growing awareness of the detrimental effects of the fashion industry, sustainability has become a critical topic, gaining increasing attention from both consumers and brands. While many consumers believe they understand sustainability, the link between price and sustainability perception remains complex. This study examines the relationship between price and sustainability perceptions in North American consumers' purchasing decisions for textile products. Survey-based research reveals that although consumers often associate higher prices with more sustainable products, this perception does not always translate into actual purchases.

Gender differences are significant: female consumers are more likely to perceive higher-priced clothing as sustainable but tend to opt for lower-priced alternatives. Their purchasing decisions are primarily driven by personal and social motivations, with these factors outweighing the influence of marketing. In contrast, male consumers show a stronger alignment between sustainability perception and actual purchasing behavior, especially when marketing plays a role in shaping their decisions.

Additionally, marketing influences the perception of lower-priced sustainable products more strongly, while personal and social motivations are key drivers for higher-priced purchases. Generational trends highlight that Gen Z consumers, though likely to associate higher prices with sustainability, prioritize affordability when making purchasing decisions, resulting in a notable gap between sustainability perception and actual behavior. Older consumers, on the other hand, show more varied patterns, with some aligning their purchasing choices more closely with sustainability perceptions.