Sustainable Footwear: Study of Brand Logo Influence and User Acceptance

The development of shoes with biodegradable materials stands out as a viable alternative to solve problems around the sustainability of the footwear sector. Consumers increasingly value brands that work without harming the environment, that produce pieces that are not only aesthetically pleasing and functional, but that are committed to having positive environmental impacts. The validity of a sustainable product in the market depends on the acceptance of its users, and there is a constant search to meet the desires and aspirations of consumers. Considering the needs of consumers to seek knowledge on the impacts of clothing production processes and sustainability, an experiment was designed to verify public acceptance of biodegradable shoes. In order to understand the effect of visual identity and its influence on the purchase decision, a survey was carried out with consumers and an A/B test was developed. During the questionnaire and test, it was sought to look for differences between product acceptance and value perception. According to survey results, consumers seek both aesthetics and sustainability in footwear products. Results also suggest that it is more attractive to consumers when brand values are transparently communicated to the public.