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In recent times, the concept of sustainability has gradually taken on a leading role,\udparticularly because of its potential ability to influence consumers’ view and, consequently, their\udbuying choices. Based on this consideration, the work, by means of an empirical analysis, pursues\udtwo research questions: (i) is it possible to imagine a theoretical model in the fashion world able\udto show whether “importance”, “expectations” and “social influence” effectively affect consumers’\udwillingness to reward a sustainable fashion brand via their purchasing behavior? and (ii) how much\udare consumers willing to pay to get a sustainable item of clothing? In order to answer these two\udresearch questions, a Multiple Linear Regression Model is tested, which offers an interesting result:\udconsumers attach little relevance to the importance accorded to a brand’s sustainability, since they\udorient themselves on the basis of their expectations and their own group’s thoughts. Another finding\udis that consumers state that they are willing to pay a price not higher than 20% to get a sustainable\uditem of clothing. However, the paper presents two limitations, which are linked to the use of the\udquestionnaire for the understanding of the respondents’ opinions and to the small reference sample,\udcomposed of 271 people with a high level of education

What about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context