The Eco-Conscious Fashion Model: Sustainable Practices and Brand Development

The study aims to empirically test the impact of mandated changes in sustainable packaging, such as certification logos and labels, on consumer attention and actual consumption behavior. It seeks to address the suggestion that packaging recycling policy interventions or brand certification labels that enhance the visibility of packaging elements can significantly influence consumer attention and purchasing decisions. By focusing on visual cues and communication strategies, the research aims to bridge the gap between consumer interest in sustainability and actual purchasing behavior, thereby contributing to the development of environmentally responsible fashion brands. A holistic approach to sustainable packaging is essential to connect visual attention, consumer choice, and perceptions of environmental brand integrity. A significant challenge is the "attitude-behavior gap," where consumer interest in sustainable products often does not translate into purchases due to price sensitivity (Blas Riesgo et al., 2022, 2023; Ceylan, 2019; Kim et al., 2020; Mishraa et al., 2023; Singh et al., 2024). Subconscious influences of sustainable packaging remain largely unexplored, as consumers often make "mindless" visual judgments (Clement, 2007). Identifying specific visual cues that subconsciously foster positive associations and purchase intent is critical. Packaging design plays a crucial role in driving attention, with larger and centrally located elements being more likely to be fixated upon (Orquin et al., 2020). However, sustainability labels often receive less attention due to design challenges, highlighting the need for effective communication strategies. Additionally, the long-term performance, scalability, and environmental impact of new materials like bioplastics remain unestablished, as does consumer understanding of their correct disposal (Blas Riesgo et al., 2022). Research should focus on integrating social sustainability attributes with environmental cues to influence consumer choice. Effective communication strategies can bridge knowledge gaps and accelerate the adoption of sustainable packaging. By addressing these challenges, brands can enhance their environmental integrity and foster consumer trust, ultimately promoting sustainable consumption behaviors (Clement, 2007; Orquin et al., 2020; Blas Riesgo et al., 2022). The research employs a mixed-method approach, combining eye-tracking experiments, questionnaires, and interviews. Eye-tracking technology will be used to measure fixation likelihood, fixation duration, and pupil diameter, providing insights into how consumers visually engage with sustainable packaging. A simulated environment will present consistent visual stimuli, including sustainable certification labels and logos, ensuring controlled presentation of packaging elements. Participants will rate logos on environmental friendliness, sustainability, and responsible sourcing, classifying them as "targets" (strong sustainability) or "distractors." Metrics such as time to first fixation and heatmaps will be used to analyze visual salience and emotional responses. Questionnaires and interviews will further explore participants' perceptions, motivations, and decision-making processes, providing qualitative insights to complement the quantitative data. The study contributes to the field of sustainable fashion by offering actionable insights for brands and policymakers. It highlights the importance of visual design in sustainable packaging and provides evidence-based recommendations for enhancing the visibility and effectiveness of certification logos and labels. By demonstrating how sustainable packaging certifications can improve durability, resource efficiency, and waste reduction, the research incentivizes brands to adopt reusable, recyclable, and compostable materials. Additionally, the study addresses the scalability and environmental impact of new materials, offering a roadmap for brands to integrate sustainable practices into their operations. The findings will guide decision-making by showcasing how external factors, such as certifications and policies, and internal considerations, such as brand reputation and packaging expertise, can be strategically aligned to promote sustainability. The research emphasizes inclusivity by considering diverse consumer perspectives and motivations. By employing a mixed-method approach, the study captures both quantitative and qualitative data, ensuring a comprehensive understanding of consumer behavior. The use of eye-tracking technology allows for objective measurement of visual attention, while questionnaires and interviews provide insights into subjective perceptions and motivations. The study also addresses the scalability and environmental impact of new materials, ensuring that the findings are applicable to a wide range of brands and industries. By promoting certifications and highlighting incentives for adopting sustainable practices, the research fosters collaboration between brands, consumers, and policymakers, creating a shared vision for environmentally responsible fashion. This research is novel in its focus on the subconscious influence of sustainable packaging on consumer behaviour, an area that remains largely underexplored. While previous studies have highlighted the "attitude-behavior gap," this study delves deeper into the visual and emotional factors that drive consumer attention and decision-making. By employing eye-tracking technology, the research provides a unique perspective on how visual elements of packaging, such as certification logos and labels, capture attention and influence perceptions. Additionally, the study addresses the scalability and environmental impact of new materials like bioplastics, offering a comprehensive approach to sustainable packaging that combines visual, emotional, and practical considerations.