Do consumers value carbon neutral clothing? A contingent valuation study in South Korea

The textile and clothing industry, which accounts for 8–10 % of global carbon emissions, faces growing pressure to achieve carbon neutrality. As carbon-neutral clothing (CNC) emerges as a critical solution, assessing consumers' willingness to pay (WTP) for CNC products becomes essential for promoting sustainable consumption. This study quantitatively estimates South Korean consumers' WTP for CNC relative to conventional clothing, employing the contingent valuation method (CVM) using a double-bounded dichotomous choice (DBDC) format and a spike model to address zero-WTP responses. Based on an online survey of 590 respondents, the results reveal a mean WTP equivalent to 9.63 % of the price of conventional clothing, substantially exceeding the estimated additional cost of achieving carbon neutrality, which is approximately 0.99 % for typical apparel items. This demonstrates the economic feasibility of CNC from both consumer and producer perspectives. Further analysis shows that variables such as age, attitude, behavior, and interpersonal relationship significantly influence consumers’ WTP. These findings provide critical insights for policymakers and industry stakeholders aiming to design effective strategies that encourage the adoption of carbon-neutral products and foster the transition toward sustainable consumption.