Beyond conscious and premium: A strategy to unite sustainability communication of low-cost brands and retailers in the denim industry

The production of denim harms the environment, and given the industry’s size, the negative impact is significant. Therefore, denim must be produced more sustainably. In order to bring about change in the industry, an increase in demand for eco-friendly jeans is necessary to incentivise investments in sustainable production methods. Here, low...

Designing for Packaging Sustainability: The Effects of Appearance and a Better Eco-Label on Consumers Evaluations and Choice

The environmental burden of packaging is huge. However, redesigning packaging to make it more sustainable without damaging its other functions is not always easy and can have a negative impact on consumers’ choice. In this paper, we adopt a user-perspective and test the effects of packaging appearance and a better eco-label on consumers’...

Guide to green: Developing a tool that provides insights into the use of message framing for pro-environmental consumer behaviour change

The goal of this thesis was to ‘develop a tool that offers insights in message framing for behaviour change to improve communication towards customers.’ By using an Design Based Research and Double Diamond approach constant iterations were made between theory and practice to develop a support tool that helps sustainable start-ups to design...