Academic Research Survey: what actually convinces values-led buyers to choose a brand? (5-7 mins)

Hi r/Anticonsumption,

I’m an MSc Marketing student at Nottingham Trent University doing research for a small UK sustainable design studio. I know this sub has a complicated relationship with marketing research, and I genuinely respect that, so I want to be upfront about what this is.

The studio I’m working with makes interior pieces and homeware from genuinely sustainable materials (one of their product lines is made from cow manure, which gives you a sense of how seriously they take material innovation). They’re a small independent business trying to figure out how to reach people who actually care about what they buy, rather than chasing trends or greenwashing.
What I’m trying to understand: when you’re someone who genuinely values sustainability and rejects mass consumption, what makes you trust a brand? What signals authenticity? What instantly turns you off? And how do you weigh price, quality and ethics when you do decide to buy something new?

The survey is short, fully anonymous, and the findings will help shape recommendations for a real small business trying to do this honestly.

Who can take part: UK residents aged 18+
Length: 5-7 minutes
Anonymous: yes, no email required

Link: https://forms.cloud.microsoft/e/RydNhGZezt

Even if surveys aren’t your thing, I’d really value your thoughts in the comments. The way this sub thinks about consumption is exactly the kind of perspective small ethical brands often miss when they’re trying to “market” themselves.

Thanks for reading.