Purchase intent and willingness to pay for sustainable clothing with a special focus on credibility

Abstract This study seeks to establish the variables that identify and categorize factors influencing purchase intent and willingness to pay (WTP) for sustainable clothing, and connect credibility factors of sustainable clothing with consumption behaviour for sustainable fashion. A systematic literature review was conducted in accordance with the PRISMA protocol. Relevant peer-reviewed articles were retrieved from the Web of Science and Scopus databases. After applying inclusion and screening criteria, 76 empirical studies were selected and analysed to identify research trends, methodological approaches and determinants of credibility attributes affecting purchase intent and WTP for sustainable clothing. Findings reveal that consumers’ purchase intent and WTP for sustainable clothing are influenced by several factors, including product credibility and consumer commitment, fashion style and trends, knowledge and experience with sustainability, brand authenticity, social influence and clothing attributes. Credibility plays a central role in linking sustainability attributes with consumer behaviour. Furthermore, apparel labels and certifications, transparent brand communication, and social media endorsements enhance the perceived trustworthiness of sustainable clothing and positively influence consumer decision-making. This study consolidates existing literature and emphasizes credibility as a key mechanism connecting sustainability attributes with consumers’ purchase intent and WTP, offering a research framework for future studies in sustainable fashion marketing. Future research should evaluate the role of sustainability labels, certification systems and emerging technologies in strengthening credibility and reducing information asymmetry.