Background and Problem: With growing awareness of environmental challenges, consumers are increasingly inclined to consider sustainability in their fashion choices. Eco-labels and sustainability certifications have emerged as tools to guide ethical consumption. However, consumer skepticism, particularly toward green washing and limited understanding of label credibility present barriers to sustainable purchasing. In Sweden, a country known for its environmental consciousness, the actual impact of eco-labels on consumer behavior remains under-researched.

Purpose: This study aims to explore how eco-labeling and sustainability certifications influence Swedish consumers’ attitudes, purchase intentions, and willingness to pay for sustainable fashion. It investigates how certified eco-labels shape consumer decision-making by assessing key behavioral variables, including attitudes toward sustainable brands, likelihood of purchase, and price sensitivity. Additionally, the study examines the role of consumer trust, awareness of sustainability issues, and perceived credibility of third-party versus self-declared eco-labels. Focus is placed on consumers’ understanding of the environmental and social impacts of the fashion industry and their susceptibility to green washing.

Method: A mixed-methods approach was employed, combining quantitative and qualitative data to explore consumer responses to eco-labeling in sustainable fashion. The quantitative component consisted of a Choice-Based Conjoint (CBC) survey, administered through Qualtrics, with a final sample of 186 responses. Data were analyzed using SPSS, applying multiple analytical techniques including Multinomial Logistic Regression (MLR), One-Way ANOVA, and cross-tabulations to examine the influence of attributes such as price, material, brand, and type of eco-label on purchase likelihood. The qualitative component included 13 semi-structured interviews, thematically analyzed using Braun and Clarke’s (2006) framework. Data triangulation was used to cross-validate findings and provide a comprehensive understanding by integrating statistical results with contextual insights from consumer narratives.

Conclusion: This study concludes that while Swedish consumers’ express strong interest in sustainable fashion, their purchasing behavior is largely influenced by trust in certified eco-labels, perceived brand transparency, and awareness of environmental impacts. However, price sensitivity and confusion about label credibility often hinder action, revealing a gap between sustainable intentions and actual behavior. Strengthening certification credibility and brand communication may help bridge this gap and support more ethical consumer choices.