Preferences for bio-textile sneakers: the interaction between social norms, environmental and social sustainability

Bio-based materials incorporated into clothing, sourced from biomass, offer potential advantages by reducing reliance on fossil fuels and minimizing the environmental impact of the fashion sector. This paper explores the preferences of young adult consumers for sneakers featuring bio-based materials. Employing a discrete choice experiment integrated with attitudinal questions, we examine the relationship between the bio-based content in the upper, sustainability attributes such as certification and country of origin, and perceived social pressure. The presence of bio-based materials is generally perceived positively, indicating potential opportunities for market positioning and penetration. Interestingly, higher percentages of bio-based composition do not significantly enhance perceived sustainability. Environmental and social certifications are favorably received, with social certification exerting a marginally stronger influence. Social pressure seems to influence the preferences for a social certification with no significant effect on other product characteristics. Our findings offer valuable insights for manufacturers and stakeholders seeking to align with sustainable consumption trends in the fashion industry.