Attitude and willingness to pay of young generations toward bio-textile produced using wood fibers

In the future years, innovative bio-textile produced using wood fibers could have high market growth potential due to its lower environmental impacts compared to the cotton production. The aim of this study is to understand whether the younger generations have a greater environmental attitude towards environmentally-friendly clothing (bio-textiles produced with sustainable wood fibers) and the corresponding willingness to pay. A questionnaire was administered face-to-face to a sample of 1105 Italian consumers to investigate consumer attitudes and willingness to pay (WTP) for wood fiber clothing. The data were analyzed by distinguishing among generation cohorts (Baby Boomers, Generation X, Generation Y1, Generation Y2, and Generation Z). The results show that younger generations attach more importance to environmental impacts in their purchasing decisions than older ones, but purchase less green clothing. Furthermore, WTPs of the younger generations for clothing made of bio-textiles in sustainable wood fibers are more influenced by environmental attitudes, which however do not translate into greater willingness to pay. Making green products accessible to younger generations is critical, as price can be an obstacle to more sustainable consumer behavior. When targeting young consumers, marketing campaigns should reinforce that bio-textile clothing has a positive effect on the environment.