Studying the psychology behind the purchase of eco-friendly products and second-hand items can offer valuable insights to promote sustainable consumer behavior. This paper examines factors influencing Italian consumers’ willingness to pay regarding bio-based clothing and second-hand items. Drawing from data collected from 402 Italian participants, we examine how motivations and socio-demographic factors are associated with willingness to pay in the context of sustainable fashion. Our findings reveal that motivations related to environmental concerns are positively associated with consumers’ willingness to pay (...) higher premiums for bio-based clothing. Higher income and education levels are also associated with the willingness to pay higher premiums. Meanwhile, motivation related to vintage appeal is associated with lower desired discounts for second-hand items, particularly among older consumers. Gender differences also influence discount preferences, with men seeking larger discounts on second-hand clothing compared to women. By providing insights into Italian consumers’ sustainable fashion choices, this study offers implications for businesses, policymakers, and researchers aiming to promote eco-conscious consumption and sustainability in the fashion industry. (shrink)

Public parks play important roles in conserving biodiversity, promoting environmental sustainability, fostering community engagement, and enhancing the overall well-being of residents in urban areas. Nevertheless, finance is needed to maintain and expand the greenspaces in the parks. The current study aims to examine how perceptions of biodiversity loss consequences and park visitation frequency influence the residents’ willingness to contribute financially to tree-planting projects in public parks. Employing the Bayesian Mindsponge Framework analytics on a dataset of 535 Vietnamese urban residents, we (...) discovered that perceived health loss and knowledge erosion as consequences of biodiversity loss and park visitation frequency are directly positively associated with financial donation willingness. Meanwhile, the perceived economic growth loss was found to be indirectly positively associated with donation willingness through park visitation frequency, whereas the perceived loss of nature-based recreation opportunities exhibits the opposite indirect association. Based on these results, communication strategies focusing on the multifaceted benefits of biodiversity preservation and investments in public parks are recommended to improve urban residents’ financial support to park panting initiatives, accessibility to greenspaces, and connections with nature. These are crucial for promoting an eco-surplus culture that enhances biodiversity conservation and human well-being. (shrink)