Buy Right © Project
A Human-Centered Approach to More Sustainable Fashion e-Tail Practices
Bibliographic Data
| ID | 19480526 |
|---|---|
| Authors | Carolina Bozzi (0000-0001-5178-7737), Marco Neves (0000-0002-6311-8909), Claudia Mont''Alvão (0000-0002-1048-2993) |
| Year | 2026 |
| Pages | 1-35 |
| Publication date | 2026-06-08 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Fashion Practice (JOURNAL) |
| Journal identifiers | ISSN: 1756-9370 • E-ISSN: 1756-9389 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/17569370.2026.2651834 |
| OpenAlex | W7163903169 |
| Language | EN |
| References cited | 43 |
The growth of fashion e-commerce has reshaped consumer behavior, making online shopping a relevant retail channel. However, high return rates, largely driven by insufficient product information on presentation pages, are still a challenge. These returns not only generate significant financial losses for retailers but also have major environmental impacts, such as increased carbon emissions and waste. The Buy Right© Project was developed to address this issue by improving the informational quality of product pages on fashion e-commerce platforms. This paper presents the final design process and outcomes of a tool created to support e-commerce teams in enhancing product presentations through a Human-Centered Design approach. The project involved qualitative and quantitative research with online fashion consumers to identify critical informational needs during purchase decisions. Insights gathered were translated into two deliverables: (1) a set of guidelines for improving the clarity and completeness of product information, and (2) a card deck aimed at helping UX designers and e-commerce heads prioritize content elements based on consumer preference. The proposed tool aims to reduce returns by supporting better-informed purchasing decisions, improving the user experience, and contributing to more sustainable consumption practices. Initial findings indicate a favorable consumer response and reinforce the tool’s potential for broader application within the fashion industry
CLARITY · Consumption (sociology) · Fast fashion · Process (computing) · Product (mathematics) · Purchasing · Quality (philosophy) · Set (abstract data type) · Consumer Retail Behavior Studies · Environmental Sustainability in Business · Fashion and Cultural Textiles
Mental Representations
Imagine Yourself in the Product
Dual coding theory
How to SHIFT Consumer Behaviors to be More Sustainable
Circular Economy for Fashion Waste in the Indian Fashion Industry
Introducing Cobras
The Role of Imagery in Information Processing
Sample Size in Qualitative Interview Studies
How Many Interviews Are Enough
The Effect of a Delay between Choice and Consumption on Consumption Enjoyment
Individual Differences in Haptic Information Processing
| Highly cited | No |
|---|