Ellis, Joan L.; McCracken, Vicki A.; Skuza, Nathan - In: Journal of Fashion Marketing and Management: An … 16 (2012) 3, pp. 290-305
conventionally produced cotton apparel, and to explore the role of purchase behaviors, apparel attributes and consumer beliefs about …, participants were willing to pay a 25 percent premium for an organic cotton t‐shirt over the visibly similar t‐shirt made from … conventionally produced cotton. Participants who pay for their own clothing or make purchase decisions alone were not willing to pay …