Novo: BuyRight: Human-Centred Design Promoting Sustainabi;lity in Fashion E-tail. Design e experiência do utilizador UX em websites de comércio eletrônico de vestuário feminino

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Buyright : human-centred design promoting sustainability E-Tail

Publication . Bozzi, Carolina; Silva, Marco António Neves da; Mont'Alvão, Cláudia

The present study aimed to investigate, map, describe, and discuss the consumer journey when purchasing women's clothing online. In addition, it sought to mitigate some causes that lead to dissatisfaction and product returns. When product attributes are poorly presented, and their descriptions are evasive, consumers do not have all the necessary information to make well-informed purchasing decisions. The result is a high rate of returns, exchanges, and discards because consumers’ expectations are not met upon receiving the products. Returns have a high environmental impact as they multiply the kilometres needed to fulfil an order and, therefore, increase greenhouse effect gas emissions. This study had a primarily qualitative approach, using exploratory interviews, directed storytelling sessions, workshops, and questionnaires as methodologies. We consider that through Design, it is possible to broaden the consumer’s knowledge base about clothing products, with the help of more complete and well-organized product presentation pages to aid in the communication of digital and non-digital attributes. Furthermore, by presenting attributes effectively, efficiently, and satisfactorily, especially non-digital ones, consumers are expected to make more accurate choices to reduce exchanges, returns and discards. Making purchases that meet their needs will increase the consumer’s lifetime value. In addition, it will promote Corporate Social Responsibility practices and Responsible Consumption.

2024-03Tese de doutoramento

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Entidade financiadora

Fundação para a Ciência e a Tecnologia

Programa de financiamento

OE

Número da atribuição

2020.04596.BD