This quarter-long project explored consumer behavior through a sociocultural lens, examining how social practices influence purchase intent and brand-related behaviors. The focus was on understanding how consumer habits, routines, and rituals affect decision-making, with an emphasis on sustainable consumerism. The project partnered with SISTAIN, a local company promoting sustainable brands and eco-friendly choices.

The first phase involved conducting exploratory research on plastic product consumption, specifically analyzing bamboo cutting boards as a sustainable alternative. Observations and interviews helped identify factors driving consumer reliance on plastic and the challenges of switching to eco-friendly alternatives. In the second phase, hypotheses were developed for an experiment designed to influence consumer purchasing behavior, with the goal of encouraging the purchase of bamboo cutting boards.

The research culminated in an experimental design featuring A/B testing for email campaigns, ad copy, and website changes, aimed at creating online "nudges" to encourage sustainable choices. Following the final presentation, Jaclyn Tracy, founder of SISTAIN, selected the A/B experiment for implementation based on its clear data analysis and well-supported experimental design.

This project provided valuable experience in applying consumer behavior theories to real-world scenarios, enhancing the ability to interpret data, generate consumer insights, and design effective marketing strategies.