For her bachelor thesis, UCM student Helen Verploegen did research on how to use cognitive psychology to promote purchasing sustainable clothes. As fast fashion is growing, it’s counterpart sustainable clothing is becoming more and more important as well. Local designers often sell sustainable clothing, as they produce locally and pay attention to the materials used. There’s also an increasing amount of sustainable brands and retailers. However, as Helen’s research indicates, there can be quite some barriers for consumers to choose for sustainable clothing. The choice range is smaller and products are often more costly. Based on her research, Helen has developed a number of guidelines retailers and designers can use to convince their customers in purchasing sustainable clothing.
To download the full set of guidelines, click here