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Consumer Research • Experimentation • Strategy
Sustainability Consumer Research
Combined qualitative interviews, survey research, A/B testing, regression, and segmentation to evaluate whether sustainability messaging changes purchase behavior and which initiatives consumers value most.
Business Challenge
Does sustainability investment change purchase behavior?
Fast-fashion brands face pressure to invest in sustainability, but the business value of sustainability messaging is uncertain. The project tested whether environmentally focused messaging changed willingness to pay, brand trust, or purchase intent.
The Problem
- Sustainability initiatives can be expensive.
- Consumer statements may not match actual purchase behavior.
- Brands need to know which initiatives influence intent.
- Weak product perceptions can overwhelm sustainability messaging.
Research Goal
Measure the effect of eco-focused messaging, identify the strongest purchase drivers, and determine which sustainability initiatives generate the greatest consumer interest.
Research Design
Mixed methods from interviews to experiments.
The study combined qualitative discovery with quantitative validation and experimental testing.
Qualitative Interviews
Conducted 10 interviews to identify consumer perceptions, pain points, and language used to describe the brand.
Survey Research
Fielded an 81-person Qualtrics survey focused on purchase drivers, brand perceptions, and sustainability preferences.
A/B Test
Compared eco-focused product messaging with standard messaging to test for changes in purchase behavior.
Statistical Modeling
Used regression, factor analysis, and segmentation to identify what predicted willingness to pay and repurchase intent.
Key Findings
Product quality mattered more than sustainability messaging.
The results indicated that consumers prioritized functional product value before environmental claims.
Purchase Drivers
- High quality ranked first at 70%.
- Comfortable fit ranked second at 59%.
- Affordable prices ranked third at 50%.
- Sustainable materials ranked near the bottom of purchase priorities.
Sustainability Priorities
- Fair labor and ethical sourcing ranked highest at 68%.
- Eco-friendly materials ranked second at 53%.
- Messaging alone did not significantly shift purchase behavior.
- Brand sentiment and quality perceptions remained major barriers.
Recommendation
Fix product quality first, then lead with fair labor.
Sustainability investment is more credible when the core product experience is strong. Among tested initiatives, fair labor practices created the strongest consumer response.
Near-Term Action
Improve product quality, fit, and affordability before making sustainability the primary marketing message.
Sustainability Strategy
If investing in sustainability, prioritize ethical sourcing and fair labor, then support the claims with transparent evidence.
Skills Demonstrated
Research and analytics applied to consumer decision-making.
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