What Is Essential Is Invisible to the Eye: Unraveling the Drivers of Purchase Intention and Willingness to Pay for Sustainable Underwear Using the Stimulus–Organism–Response Framework
研究基于S-O-R框架，调查665名意大利消费者对Econyl和Tencel材质可持续内衣的购买意愿和溢价支付意愿，发现不同材质下消费者行为驱动因素存在差异。
ABSTRACT This study explores sustainable fashion consumption, focusing on and comparing sustainable underwear made from Econyl and Tencel materials. The study uses the stimulus–organism–response (S‐O‐R) framework, integrating product‐specific and industry variables. Data were collected from a sample of 665 Italian consumers through a structured questionnaire. The findings reveal key determinants of purchase intention and willingness to pay a premium for sustainable fashion products. Notably, the study also highlights differences in the determinants of consumer behavior based on material type, with Econyl and Tencel showing distinct patterns. The results offer valuable theoretical and practical insights into sustainable fashion consumption, with implications for marketing strategies and future research directions in the fashion industry.