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Anupama Pasricha 
How much more is a consumer willing to pay for a more sustainable garment?
• At the College of Human Environmental Sciences at the University of Missouri, a doctoral student, Gargi Bhaduri, and assistant professor of Apparel and Textile Management found that consumers would be willing to pay 15-20% more for sustainable goods but would be skeptical of the company’s claim being truthful.
• http://phys.org/news/2011-08-consumers-sustainable-apparel-business-transparent.html
• There is a wide price gap between the sustainable and non-sustainable product. Caitlyn and I compared to companies’ similar products. One company is considered a sustainability brand, where the other is not. Patagonia t-shirts range from $29-$40 compared to Forever 21 t-shirts range between $10-$17. There are reasons that make the sustainable product more expensive. These reasons include: better working conditions, the product is made to last longer, more environmentally friendly when it comes to the product and making the product and also is easier to recycle.
• http://www.patagonia.com/us/shop/?k=&src=pkw&netid=2&ps%7CGoogle+-+K70%7Cpatagoinia&gclid=CMf3h_Wcl8UCFQwtaQodqQ4AeA
• http://www.forever21.com
What percent of consumers will pay for this premium?
• 50% of the consumers (globally) are willing to pay more for socially responsible products
• http://www.sustainablebrands.com/news_and_views/behavior_change/50-global-consumers-willing-pay-more-socially-responsible-products
• If more companies would incorporate style and personalization people would be more willing to invest in sustainable clothing rather than the stereotyped hippie, neutral colored, baggy clothing according to Stella McCartney. http://www.stellamccartney.com/experience/us/stellas-world/sustainability/stella-interview/
• People are willing to convert to sustainable products because it is better for the environment and it prolongs the life of the product
• Millennials are willing to pay more for sustainable products compared to the older generations because there is more of an awareness.
• http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/new_nielsen_study_says_consumers_are_read
How much more is a consumer willing to pay for a more sustainable garment? What percent of consumers will pay for this premium?
By: Alisha Caldera and Shong Lee
With multiple countries involved in manufacturing just a single garment, the apparel industry is one of the most globalized modern industries. With so many factors, it is difficult for consumers to know all the suppliers and the conditions. A survey by the University of Missouri, says if a company wants to establish a relationship of trust, the finished goods should have clear visible information concerning the manufacturing process, such as hang tags, care labels and point of purchase tags about their sustainable business practices. With this practice more consumers would be willing to pay more for sustainable business practices.
http://www.doyourpart.com/eco-news/sustainable-products/consumers-willing-to-pay-more-for-sustainability/
Researchers have discovered that if a company is honest and uses ethical practices in order to make sustainable garments, the consumer is willing to pay more. A survey by the University of Missouri found that consumers were willing to pay up to 20% more for sustainable products compared to their counterpart.
http://www.business2community.com/sustainability/are-you-willing-to-pay-more-for-sustainable-clothing-051921#tWuJYgfzwerBHrTZ.99
The Nielsen Global Survey on Corporate Social Responsibility polled more than 29,000 Internet respondents in 58 countries. Nielsen found that 43% of global respondents claim to have actually spent more on products and services from companies that have implemented programs to give back to society. In the survey they found that in Slovakia, 50% of respondents said they would be willing to spend more, but just 22% said they had actually done so. In Bulgaria 53% were willing but only 31% had, in Peru 62% were willing but only 42% had, and in Hong Kong 52% of respondents were willing to pay more but in actuality only 32% had.
http://www.sustainablebrands.com/news_and_views/behavior_change/50-global-consumers-willing-pay-more-socially-responsible-products