Sustainable Circular Innovation Shoe Proposal

McMorrow, Allison; Kauffman, Skyler; Wong, Nathan

Student Work

Sustainable Circular Innovation Shoe Proposal

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Current trends show a lack of engagement with sustainable products among Taiwanese consumers despite high behavioral intent toward sustainability. Our team worked with Feebees, a sustainability-oriented shoe company located in Taichung, Taiwan, to understand consumer perceptions of sustainability primarily by conducting surveys and focus groups. Originally, we planned to conduct focus groups with Feebees consumers, but instead had to collect data from students at our host school, Soochow University. While this is not the target audience of Feebees, these focus groups were still able to offer valuable information about trends in consumer values and perceptions of sustainability in Taiwan. We found that although consumers show high behavioral intent toward sustainability and have a favorable view of sustainability itself, many are skeptical of the authenticity of sustainable products. Consumers also do not prioritize sustainability when buying shoes and are not receptive to purchasing shoes online. We presented these findings to our sponsor in the form of a presentation and a brief report followed by recommendations.

This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

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