ECO WEAR. AI
User Research
User Pain Points
1. Growing Concern Among Younger Generations
According to a study by McKinsey, 67% of Gen Z shoppers said they consider the sustainability of products when making a purchase, particularly with regard to environmental and social impact.
User Research findings
1. Informed decision-making
In our user research, one key finding is that users are more likely to choose a sustainable option when they are aware of its impact. When users are provided with clear information about how their choices affect the environment—such as the carbon footprint or resource savings—they tend to make more eco-conscious decisions. This highlights the importance of transparency and accessibility of environmental data in influencing user behavior towards sustainability.
2. behavioral reinforcement
The use of gamification elements, such as earning badges or rewards for sustainable choices, could motivate users to continue making environmentally responsible decisions. Adding a competitive element, like comparing progress with friends, could further boost engagement.
2. Price Sensitivity vs. Sustainability
While many users are interested in making sustainable choices, their decision-making often comes down to price. Users are more likely to buy eco-friendly products if the price difference between sustainable and non-sustainable options is minimal or if there are financial incentives such as discounts.
Source 1 consumer sentiment report
Source 2 ThredUp 2022 Resale Report
Source 3 McKinsey Consumer Decision Journey
2. Limited Action Despite Awareness
While awareness is growing, there is often a gap between what consumers say they value and their actual behavior. A survey by ThredUp found that while 70% of consumers are concerned about the environmental impact of fashion, only a smaller percentage actively seek out sustainable alternatives.
3. Transparency on Product
According to McKinsey, one of the major transparency pain points in consumer purchasing decisions is the lack of detailed product information. Shoppers often find it difficult to access essential details like the sustainability, origin, and manufacturing processes of products, which limits their ability to make informed and environmentally responsible choices.