Environmental Concerns in the Fashion Industry: A Twin Transition With the Digital Product Passport

The fashion industry exerts a significant impact on ecosystems, prompting consumers to seek sustainable solutions and companies to adapt their production processes to minimize environmental harm. The digital product passport (DPP) may play an important role in facilitating the twin green and digital transitions. Proposed by the European Commission, the DPP aims to enhance the sustainability and traceability of products throughout their life cycle, and the recent literature reflects a growing scholarly interest in this initiative. The present paper presents the findings of an online survey conducted in Italy with a sample of 549 participants, exploring consumer perceptions regarding digital device knowledge, purchasing habits, and environmental and economic considerations. The results show a general lack of familiarity with the DPP but a strong confidence in digital labels as tools for enhancing corporate transparency. While consumer awareness of environmental issues remains somewhat ambiguous, there is growing attention to the use of raw materials. Notably, respondents expressed a willingness to pay a 17% premium for products featuring the DPP, with this tendency emerging as most pronounced among women, individuals aged 31-50 years, and those with high incomes. Additionally, 58% of respondents indicated a willingness to donate money in support of sustainability initiatives, though younger respondents (aged 18-30 years) appeared less inclined towards such altruistic contributions. The findings may inform business strategy and provide valuable insights into how the DPP may support the green and digital transition. However, its effectiveness depends on the integration of environmental protection measures with socioeconomic considerations, aligning with the objectives of Sustainable Development Goal 12.