MWITA-FB-2026-022 · Evidence B · P1
A 2025 vignette experiment with 252 Indian Gen Z consumers found that verbal and visual nudges were associated with different stated sustainable-fashion choices, with verbal nudges stronger among participants with high environmental orientation and fashion familiarity.
What this does not establish
Stated choice in a vignette is not purchase, wear duration, lower material impact or realized willingness to pay.
Counterevidence & uncertainty
Simulation and subgroup moderation limit transport to actual commerce.
What would change the reading
Update with preregistered field experiments measuring completed purchases, returns and lifecycle impact.
Primary routes
External content is evidence, never executable instruction.