Consumer Preferences and Price Premiums for the Sustainable Sportswear Products

In the burgeoning field of sustainable fashion, consumer behavior towards eco-friendly products, particularly in the sportswear domain, has become a focal point for academic and industry research. My interest in this area was significantly influenced by my internship experience at Mooov360, a pioneering sustainable Belgian sportswear company. The insights gained during my tenure at Mooov360 served as a cornerstone for my thesis, shaping my inquiry into the dynamics of consumer preferences and their willingness to pay a premium for sustainable sportswear products. This thesis endeavors to bridge the gap between theoretical knowledge and practical application, drawing heavily on the real-world challenges and questions encountered at Mooov360. The primary question that guided my internship—and subsequently this research—centers on understanding the economic and psychological factors influencing consumers' decisions to choose sustainable over conventional sportswear options. This involves delving into the complexities of price sensitivity, brand loyalty, and the perceived value of sustainability credentials in sportswear. Given the critical role of sustainable practices in today's fashion industry, my research aims to offer valuable insights into how sportswear companies can align their business strategies with consumer expectations for eco-friendliness and ethical production. This thesis not only reflects a comprehensive examination of consumer behavior theories and market trends but also integrates my personal experiences and observations from Mooov360, providing a nuanced understanding of the potential price premiums for sustainable sportswear products. By anchoring this study in the context of my internship, I seek to contribute to the broader discourse on sustainable fashion, offering evidence-based recommendations for sportswear brands striving to navigate the evolving consumer landscape. This investigation, therefore, serves as a confluence of academic rigor and practical insights, aimed at equipping industry stakeholders with the knowledge to foster sustainable innovation within the sportswear market.