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

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.