Understanding Consumer Responses to Sustainability Certifications through Eye Tracking

Abstract

This study "Understanding Consumer Responses to Sustainability Certifications through Eye Tracking" explores how sustainability certifications influence consumer behaviour in the online fashion industry specifically in the online purchase environment. Utilizing eye-tracking technology and surveys the research examines the effect of certifications such as the Global Organic Textile Standard (GOTS) and Fairtrade on consumer attention and purchasing decisions.

Findings

Findings from this study indicate that sustainability certifications significantly enhance consumer engagement and drawing more attention to certified products compared to those without certifications. The study underscores the importance of displaying sustainability certifications in online retail environments to attract and retain ethically conscious consumers. Additionally, it suggest that these certifications serve as valuable trust signals. Moreover, it highlights the need for fashion brands to educate consumers about the significance of sustainability certifications which can further enhance customer loyalty and brand value.

Project details

Title: Understanding Consumer Responses to Sustainability Certifications through Eye-Tracking

Tagline: Did you see Sustainability Certification?

Year: 2024

Author: Mizanur Rahman

Course / Programme: Field study in textile management, Masters Programme in Textile Value Chain Management

Researcher / Supervisor: Jenny Balkow

Technology:  Eye tracking on screen