| dc.description.abstract | In an age of increasing environmental awareness and evolving consumer preferences towards sustainability, the footwear industry stands at a critical juncture, facing both challenges and opportunities. This thesis delves into the intricate relationship between sustainability attributes and consumer behavior in the context of sneakers, with a focus on Nike and Veja. Through two randomized controlled experimental studies, the research aims to understand how specific sustainability attributes, alongside secondary product attributes, influence consumer preferences and willingness to pay for eco- friendly footwear. The findings underscore a notable contrast between Veja and Nike sneakers, with Veja sneakers being perceived as more minimalist and sustainable compared to their counterpart. Particularly noteworthy is the association of a smooth sole with timeless appeal, repairability, and minimalist design. Interestingly, black sneakers emerged as symbolizing sustainability and minimalism in consumers' minds. Furthermore, consumers demonstrated a higher willingness to pay for sustainable sneakers, particularly those in black with a bumpy sole or featuring an earthy color with a flat sole. Overall, the research underscores the significant role of product features and attributes in shaping consumers’ decision-making processes and perceptions of sustainable products. This research not only offers valuable insights into consumer behavior but also holds significant implications for businesses seeking to navigate the growing demand for sustainable products. | |
