Sustainability in the Fashion Industry. An empirical analysis of the influence of certified eco-labels on consumer behavior

The aim of this thesis is to acquire a deeper knowledge and sensitivity towards the theme of sustainability, together with its business applications. After an initial overview of the main practices associated to it, this paper shifts its attention to the Textile Industry and its main challenges related to ecological and social sustainability. Afterwards, the strategic importance of Corporate Social Responsibility integration into the core business, the role of a transparent communication and the use of eco-labels in the Fashion Industry are discussed. Precisely, the effect of certified eco-labels, put on clothing and accessories, on consumer behavior is investigated in the final part of this thesis. Attitudes for more than 250 respondents to an online survey have been investigated through multiple regression. Consumer' attitude towards the company, his intention to buy and his willingness to pay more for sustainability have been explained by consumer's socio-demographic characteristics (age, gender, profession, education) and by his awareness about Fashion Industry’s social and environmental problems and the certified eco-labels’ knowledge. Results show that awareness and knowledge play an important role for shaping consumer's attitude towards sustainability issues. In turn, firms can use certified eco-labels on clothing and accessories to set higher prices.