Do Free Repairs Motivate Sustainable Fashion Purchases? A Neuroscience Study

Friday, November 7, 2025 at 1:00 PM–1:20 PM CET

Ernest Lluch - Faculty of Economics

Programme Listing

Discover how “free lifetime repairs” might shift fashion consumption toward sustainability. This session presents a mixed-method study combining conjoint analysis, eye-tracking, and EEG to examine how consumers respond—both consciously and subconsciously—to repairability messaging. Learn how pricing strategies and emotionally engaging storytelling influence sustainable fashion choices. Ideal for marketers, researchers, and policymakers, this session reveals data-driven insights into bridging the attitude–behavior gap and designing circular economy interventions that resonate beyond moral appeals.

Presenters

Enrique Bigne, fMarketing and Market Research Department, Universitat de Valencia, Valencia, Spain

Authors

Elena Gasulla Tortajada, Business and Economics Department, Universidade Beira Interior, Covilha, Portugal; NECE – Research Center for Business Science, Universidade Beira Interior, Covilha, Portuga

Enrique Bigne, Marketing and Market Research Department, Universitat de Valencia, Valencia, Spain

Paulo Duarte, Business and Economics Department, Universidade Beira Interior, Covilha, Portugal; NECE – Research Center for Business Science, Universidade Beira Interior, Covilha, Portuga

Susana C. Silva, Catolica Porto Business School, Universidade Catolica Portuguesa; Faculty of Business and Law, University of Saint Joseph, Macau, P.R. China

Jose Paulo Marques dos Santos, Department of Business Administration, Universidade da Maia, Maia, Portugal; bNECE – Research Center for Business Science, Universidade Beira Interior, Covilha, Portugal