Cross‐domain sustainability preferences in clothing and food: Evidence from environmental attitudes, stated confidence in producers claims and willingness‐to‐pay measures

Abstract

Abstract Background Sustainability attributes increasingly feature in consumer products, but it remains unclear whether environmental and ethical preferences are consistent across clothing and food choices. Aims This study examines how environmental attitudes, stated choices and willingness to pay vary across clothing and food. Materials and Methods The study uses data from 506 UK consumers collected through a structured online survey. Study 1 uses a discrete choice experiment to estimate trade‐offs among material type, environmental commitment, information disclosure, brand type and price in hypothetical clothing choices. Study 2 compares environmental attitudes, self‐reported purchase priorities and stated willingness to pay across clothing and food. Results Respondents assigned higher stated utility to the Zero Deforestation Pledge and Supports Local Ecosystems commitments, as well as to environmental claims presented on a brand webpage, while Recycled Polyester was valued negatively relative to Conventional Cotton. Respondents also reported limited confidence in manufacturer environmental claims. Environmental and ethical considerations were selected less often than functional attributes such as price, quality and taste. Environmental considerations were selected more often for clothing, while ethical considerations were selected more often for food. Discussion The findings therefore show attribute‐specific and domain‐specific patterns in respondents' attitudes, stated choices and stated willingness to pay. Conclusion Sustainability preferences do not transfer uniformly across clothing and food.