Determinants of willingness to pay when purchasing sustainable products: a study from the shoe industry

  • Dominik WalcherEmail author
  • Christoph Ihl


The manufacturing and disposal of shoes is a widely underestimated environmental problem. A regular shoe consists of up to thirty parts of different materials, such as leather, synthetics, rubber and textile, which are inseparably stitched or glued together and treated most often with hazardous chemicals to achieve the desired physical quali-ties. More and more companies start to produce and sell eco-friendly shoes. In this paper consumer behaviour in the field of eco-friendly shoes is analyzed. The results of the study demonstrate that there is a direct impact of Social Responsibility, Perceived Per-sonal Relevance, Lack of Trust and Lack of Product Benefit on the Willingness to Pay as well as a moderating effect of Product Information Demand.


Shoes sustainability ecology consumer behaviour willingness to pay 


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Authors and Affiliations

  1. 1.Marketing and Innovation ManagementSalzburg University of Applied SciencesPuch bei HalleinAustria
  2. 2.Institute of EntrepreneurshipTechnische Universität HamburgHamburgGermany

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