Design of Sustainable Fashion APP Based on Perceived Value Theory - Taking “Eco Echo” as an Example

Abstract

While the fashion industry is currently paying increasing attention to environmental pollution, the attention of “Generation Z” consumers to sustainable fashion has not yet reached a high level. Although they vaguely believe that sustainable fashion should be a choice direction of daily consumption, they haven’t actually implemented it in their lives, or clearly understand the environmental impact brought by consumption behavior. Based on the theory of perceived value, this study constructs a sustainable fashion application prototype named “Eco Echo”. It aims to popularize the knowledge of sustainable fashion to “Generation Z” consumers while guiding them to make environmentally friendly fashion consumption choices and behaviors, thus narrowing the “green gap” in the field of sustainable fashion. Each functional module in “Eco Echo” has specific perceived value attributes, such as green value, social value, educational value, emotional value, and functional value. Users will increase the corresponding points in each module operation, and the points can then be used to unlock the corresponding honor certificate level. In addition to giving users a sense of pride, these certificates will also provide some material benefits. In the final prototype testing stage, the “Eco Echo” application has also been recognized by many consumers. In particular, the tester showed a great deal of enthusiasm by using the function of clothing environmental protection data generated by a virtual device. The educational value, which is also the main focus of our subsequent development, is embodied by this function. We believe that consumers’ perceived value in the field of sustainable fashion will help to promote their behavior changes, and “Eco Echo” will contribute to narrowing the “green gap”. The limitation of this study is that our project has only developed a prototype and has yet to be put into use in the market. In the future, we intend to establish contact with professional organizations, environmental protection agencies, or industrial partners in related fields in order to gain more in-depth industry opinions and support in putting the prototype into the actual market so that usage data can be gathered and feedback can be given.