Green Behavior

If you’ve been tuning in to Green Behavior for a while, you already know how much I love talking about perceived value—why it matters and how it drives people to spend more on sustainable products. What we haven’t talked about as much is why perceived value works so well: trust.

For consumers to pay that "green premium," they’ve got to trust that a brand is being authentic about its sustainability claims and that the product is actu...

#8 In this solo episode, Brittany breaks down the partnership between ByRotation and Airbnb and unpacks the power of cultural relevance in driving sustainability forward. More than just a clever marketing move, Brittany explains how this partnership can serve as a blueprint for how sustainable fashion brands can connect with mainstream consumers and inspire meaningful behavior change.

In this Episode:

• Why simply offering sust...

#7 From social justice to climate change, Gen Z is known for leading the charge on some of the most pressing issues of our time. They may be the new kids on the block, but GenZ has strong opinions and high expectations of the brands that they engage with.

We know that Gen Z cares about sustainability but their purchasing decisions don't always reflect their values. 

In this week's episode, Brittany chats with Estella Struc...

#6 In this solo episode, Brittany explores the latest TikTok trend, "underconsumption core." She discusses how economic factors like inflation and financial uncertainty are driving this trend and examines the deeper motivations behind it, from ethical and environmental values to sheer economic necessity.

Brittany highlights the psychological and social influences on underconsumption core and draws fascinating parallels be...

#5 In this solo episode, Brittany explains how temporal discounting influences our purchasing decisions. She shares insights from Vestiaire Collective's 'Think First, Buy Second' campaign, highlighting real-world applications that bridge the gap between sustainability and consumer behavior to make sustainability feel more immediate and relevant.

Brittany also shares on key takeaways shared by Vestiaire Collective's ...

#3: In this episode, Brittany is joined by Danielle Vermeer, Co-founder and CEO of Teleport, the "TikTok for thrifting" app.

With over a decade of experience in fashion, tech, and sustainability, they discuss the perceived value of clothing and the challenges of changing consumer behavior, especially among GenZ.

Danielle shares insights from her time at Amazon, where she worked on luxury resale and learned the importance of customer...

#2: In this episode, Brittany sits down with Joseph Merz, the Founder and Chairman of the Merz Institute, to explore the connection between human behavior and the ecological overshoot.

Joseph provides profound insights into the Human Behavioral Crisis and explains how evolutionary behaviors that once benefited us have become detrimental in our crowded, modern world.

They discuss the critical roles of economic growth, marketing, an...

Welcome to Green Behavior, a podcast by the Sustainable Fashion Forum exploring the intersection of fashion, psychology, consumer behavior, and sustainability. Hosted by SFF founder and CEO Brittany Sierra, this podcast is driven by the motto: in order to break the rules, you have to understand the rules.

Join us as we explore what truly drives consumer behavior with leading neuroscientists, researchers, industry experts, innovator...