Table 3.

Questions belonging to group C: willingness to pay for a white t-shirt (€/unit). For each question we show the frequency distribution. Notice that for the variables WTP new, WTP bio, WTP second-hand, WTP recycled and WTP certificate the average values are shown.

Variable
WTP new	9.63
[Picture of a white t-shirt] How much would you be willing to pay if the garment was new?
WTP bio	11.87
[Picture of a white t-shirt] How much would you be willing to pay if the garment was produced with bio materials?
WTP second-hand	4.16
[Picture of a white t-shirt] How much would you be willing to pay if the garment was used?
WTP recycled	10.36
[Picture of a white t-shirt] How much would you be willing to pay if the garment was produced with recycled materials?
WTP workers	11.9
[Picture of a white t-shirt] How much would you be willing to pay if the garment was produced respecting workers?
WTP bio certificate
How much more would you pay if there was a certificate that guarantees that the cloth is produced with bio materials?
Nothing	7.98%
Little amount	28.18%
Pay enough	50.12%
Large amount	13.72%
WTP second-hand quality certificate
How much more would you pay if there was a certificate that guarantees that the used cloth is a good quality?
Nothing	14.21%
Little amount	34.66%
Pay enough	42.14%
Large amount	8.98%
WTP workers certificate
How much more would you pay if there was a certificate that guarantees that the cloth is produced respecting workers?
Nothing	10.97%
Little amount	24.44%
Pay enough	45.39%
Large amount	19.20%
WTP workers and environmental certificate
How much more would you pay if there was a certificate that guarantees that the cloth is produced respecting both workers and the environment?
Nothing	7.48%
Little amount	21.45%
Pay enough	45.64%
Large amount	25.44%
WTP recycled
How much more would you pay if there was a certificate that guarantees that the cloth is produced from recycled materials?
Nothing	11.22%
Little amount	31.42%
Pay enough	45.89%
Large amount	11.47%