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This paper aims to examine consumer preference for ethical fashion products by focusing on the importance of animal welfare attribute. To explain the attitude-behavior gap, this research proposes to explore the costs and sacrifices associated with the adoption of responsible behaviors.

To analyze in which manner the animal welfare attribute impacts the consumer preference, the authors carried two quantitative studies in the Italy context. The first one (n = 224) proposes to measure the importance of this attribute in the case of luxury vs accessible fashion. The second study (n = 101) examines how the attention given to animal welfare information could vary between prosocials and proselfs. Conjoint analyses that consider “proportion of real fur”; “information about animal treatment” and “price” attributes have been realized. To take into account the individuals characteristics …