What actually drives sustainable pet product purchases?
A semi-fictional sustainable pet goods brand wanted to shift buyer behavior toward eco-friendly products. Over 4 weeks, I ran end-to-end UX research — interviews, card sorting, hypothesis testing — and found that the shift doesn't start with sustainability at all.
Research setup — mapping assumptions, needs, and priorities in Figma
Encouraging values-driven decisions in pet purchasing
My client sells sustainable pet goods and came to me with a clear persona: a millennial dog owner who values aesthetics, shops according to her beliefs, and posts about it online. She's environmentally conscious and willing to pay more for better products.
But a persona is a starting point, not a truth. I wanted to understand the behavior behind those values. What actually influences purchase decisions for pet owners? And how does sustainability fit — or not fit — into that equation?
From assumptions to answers
I started by mapping my assumptions and evaluating their risk levels, then built hypotheses and interview questions around them. A screener survey helped me recruit 6 pet owners who used social media regularly and cared about sustainability — but varied in age and motivation to avoid a narrow sample.
After interviews, I ran a card sort to understand how participants ranked product features, then synthesized everything into principles and recommendations.
Five hypotheses. Mostly wrong. Genuinely useful.
What pet owners actually care about
The card sort confirmed it: affordability, accessibility, and health needs were essential across participants. Packaging was nearly irrelevant. Subscriptions landed in the middle — not a must-have, not a dealbreaker.
Trust drives decisions — not branding
Most users rely on their veterinarian or close friends before trying anything new. Brand messaging is secondary.
Convenience outweighs sustainability
Participants wanted to shop sustainably — but not if it compromised performance or added effort.
Price is flexible when value is clear
Users were open to paying more, as long as the product felt reliable and high-quality — not just eco-friendly.
Packaging design plays a minor role
Looks didn't convert. What works does. The one exception: a designer who explicitly valued visual appeal.
Four principles for sustainable pet product design
Leverage trusted voices
Recommendations from veterinarians and peers hold the most sway. Partner with credible sources over investing in brand aesthetics.
Make sustainability seamless
Responsible options must be just as easy and reliable as conventional ones. Remove friction, don't add it.
Build confidence through quality
Users need to feel secure in what they're purchasing. Lead with effectiveness, not eco-credentials.
Prioritize utility over image
Social sharing may not convert buyers, but social proof might. Distinguish between aesthetics and word-of-mouth.
Where the client should go next
The shift toward sustainable purchasing doesn't start with sustainability — it starts with trust, ease, and confidence. Meet users there, and the change becomes natural.
- Explore veterinarian partnerships to boost credibility at the point of trust.
- Reevaluate the subscription model to understand how it could fit naturally into user routines.
- Design for convenient sustainability — minimizing effort, not maximizing eco-messaging.
- Clarify messaging to highlight long-term value and product quality above environmental impact.
- Reassess social media's role: visual appeal may not convert, but social proof might.
What being wrong taught me
Most of my hypotheses were wrong — and that was the point. Disproving them revealed something far more actionable than confirmation would have. I'd write tighter hypotheses next time, especially around financial stability, and probe more carefully into the relationship between values and behavior.
"Failing to prove a hypothesis doesn't mean you failed. It means you found something valuable." — Jules, course lead
This project made me a more rigorous researcher. Assumptions are just the starting point. The real work begins when the data pushes back.