If you’ve been following us for a while, you know that here at SFF, we NERD OUT over behavioral science, the psychology of consumption. 🤓 Price point and size accessibility aside, the truth is that while we may want to believe our values determine our purchasing decisions, they aren't the only factors at play. A few weeks ago, in part one(see previous post), we explored the psychology of consumption with @fashionispsychology/ @shakailaelise and identified what *truly* motivates us to buy the things that we buy. Today in part ✌🏾, we spoke with Katherine White, Professor of Marketing and Behavioral Science at the University of British Columbia’s Sauder School of Business about how we can use psychology as a tool to SHIFT consumer behavior. 🤯 As sustainability continues to move from niche to mainstream, consumers have become increasingly more aware of their environmental and social footprint and how they can use their purchasing decisions to drive change. While shoppers agree that the onus shouldn’t be entirely on them to fix fashion’s broken system, they are aware of their role in the industry’s sustainable future and are demanding brands clean up their act by setting high expectations for the brands they engage with. However, despite growing concern, there’s an “attitude-behavior” gap between consumers’ sustainability intentions and actions. Though attributes like transparency, ethical labor practices, material makeup, and end-of-life solutions are important to shoppers, many rarely actively seek this information as part of the purchasing process. (See previous post) From a psychological standpoint, we know that numerous factors impact our purchasing decisions and influence us to buy the things we buy. Now that we know this, how can we turn intent into action? Can we apply a behavioral science lens to the sustainability conversation to close the “attitude-behavior” gap and help shift consumer behavior? Tap the link in bio to catch the interview and let’s discuss! 💬👇🏾🤔