Colour, Cost, and Cues: How Visual Heuristics and Environmental Concern Shape Sustainable Purchase Decisions

Most fashion buyers inclined to purchase sustainable products rely on both visual and informational cues. This research investigated how color (earthy vs. neon), price (cheap vs. expensive), and sustainability labels influence consumers' perception of sustainability and purchase decisions. Eighty-one participants engaged in an online experimental task with 40 product-choice trials. Results showed consumers used colour and price as strong heuristics: earthy-colored products were perceived as more sustainable, and cheaper options were preferred without sustainability information. However, sustainability labels made products preferred even at higher prices, with labels having greater effects on earthy products, suggesting a congruency rather than compensation effect. Demographic factors did not predict sustainable purchasing, but environmental concern significantly increased the probability of choosing labeled options. These findings reveal a dual-process decision model for eco-friendly fashion.