The Impact of Sustainable Aesthetics: A Qualitative Analysis of the Influence of Visual Design and Materiality of Green Products on Consumer Purchase Intention

The transition to a circular economy depends on the widespread adoption of sustainable products by consumers. However, the point-of-sale purchase decision is a complex process, influenced not only by ethical arguments but also by sensory cues. This study investigates how the aesthetics (visual design) and materiality (tactile sensation) of green products shape value perception and purchase intention. Using a qualitative methodology based on a focus group, the research directly compares consumer reactions to green products (e.g., a bamboo toothbrush) versus their conventional alternatives (e.g., plastic). Thematic analysis of the data reveals a fundamental dichotomy among consumers: while one segment associates high-tech aesthetics and perfect finishes with quality and hygiene, another segment values natural materials and their “imperfections” as signs of authenticity and responsibility. The results demonstrate that there is no single, universally accepted “sustainable aesthetic” and highlight the need for designers and marketers to align the visual and tactile language of products with the value system of the target consumer segment. The study provides a framework for understanding how design can act as either a barrier to or a catalyst for the adoption of sustainable products.