<p>Promoting sustainability in fashion industry through transparency tools such as the Digital Product Passport (DPP) is a key challenge in the context of climate change, particularly within the Mediterranean area. From an applied economics perspective, this study uses an online questionnaire to analyze clothing purchasing habits, the perceived importance of sustainability attributes, and willingness to pay for products with a DPP. Using a survey of 548 Italian consumers, this study contributes to the existing literature by empirically examining the relationship between socio-demographic characteristics, sustainability preferences, and willingness to pay for DPPs in the fashion industry. The results reveal that sustainability is less important than other characteristics, especially among Generation Z and Boomers. Nevertheless, respondents show a strong interest in the DPP, with a clear willingness to pay more for transparent information, particularly among Boomers and younger women. From a management perspective, these findings suggest that companies in the fashion industry can leverage DPP to create value and support environmentally sustainable transitions. However, the economic strategies applied must take into account the heterogeneity of consumer preferences, adapting DPP communication and pricing models to different demographic segments. Overall, the study highlights the strategic role of transparency tools in aligning consumer behavior with sustainability objectives in the fashion industry, contributing in particular to Sustainable Development Goals (SDGs) 9 and 12.</p>