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

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.