This paper investigates consumers’ willingness to pay (WTP) for sustainable and ethically produced garments using a randomized controlled trial in the Italian Survey on Consumer Expectations (ISCE).

We conduct a contingent valuation study with a representative sample of approximately 5,000 Italian individuals, aged 18 to 75 years.

Our results show that information treatments—especially those concerning labor conditions—significantly raise consumers’ WTP, while certification labels alone have weak or even negative effects. This underscores that credibility matters, with EU labels outperforming brand and NGO ones.

Socio-demographics (gender, income, political orientation) and actual consumption patterns (spending, disposal behavior) strongly shape valuation, while age and education play a marginal role.

Our findings provide evidence to guide policymakers, firms, and non-governmental organizations in designing strategies that can effectively promote ethical and sustainable fashion.