What is your study programme?
Information for
[ enrolled students ]
What is your study programme?
Colloquium credits

Presentation Master's thesis - Joanita Eizenga Cubas - social psychology

Last modified on 03-06-2024 16:37
Consumer Willingness to Pay for Recycled Clothing: The Roles of Social Norms and Anticipated Emotions
Show information for your study programme
You're currently viewing general information. Choose your study programme to see additional information that's specific to your study programme, such as deadlines, regulations and contact details.
What is your study programme?
Start date
14-06-2024 11:30
End date
14-06-2024 12:30

Roeterseilandcampus - Building G, Street: Nieuwe Achtergracht 129-B Room: GS.08

The significant scale of the fashion industry and its environmental impact underscore the necessity for more sustainable practices to reduce emissions in clothing production. However, sustainable fashion often results in higher production costs compared to traditional methods, raising the question how much consumers are willing to pay extra for recycled clothing. This study explores how social norms and anticipated emotions play a role in consumers’ willingness to pay. It specifically examines two types of social norms—injunctive and descriptive—and two anticipated emotions—guilt and pride—in relation to willingness to pay for recycled clothing.