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Persona template for: The environmentally conscious buyer

Save time and money by starting with this 'The environmentally conscious buyer' persona example. Learn how to make your retail website easier to use for Sarah. By putting the user first (in this case Sarah), you will be creating an experience that meets Sarah's expectations, supports their goals and remedies any pain points. This persona example could be used for the retail industry.

Meet 'The environmentally conscious buyer', named Sarah

"I've been learning about the impact of fast fashion on the environment and I don't want to contribute to the problem"

Sarah loves shopping online and will often talk about her purchases with her friends.

Sarah wants to buy ethically  but finds that websites don't always information much information about their sourcing and manufacturing processes. 

This persona is motivated by career progression and reputation. This persona is 25, lives in the suburbs and works in the city. Sarah is single, has no children and is often kept busy with going out with her friends and keeping fit.

People like Sarah are comfortable with technology.

Sarah has recently seen documentaries on the environmental footprint of the fashion industry and really wants to feel good about her purchases.

How Acme Clothes can help Sarah

Sarah has come to Acme Clothes because Sarah's goal is stay up to date with fashion trends. Acme Clothes could help Sarah with this goal by offering great quality products with excellent customer service, but one of the reasons why Sarah has not yet engaged with Acme Clothes is concerned about the sourcing of the materials and how the manufacturing of the products has impacted the environment.

Website visit goals for www.acme-clothes.com

Learn how to make your website easier to use for 'The environmentally conscious buyer' persona.

'The environmentally conscious buyer' has recently been visiting websites in the retail sector and has arrived at www.acme-clothes.com. Sarah has found that most of the websites in the retail sector have similar messaging and wants to know the main points of difference of Acme Clothes.

Important
Website goals Barriers How we can help
Get some information about the conditions of the factory where the clothes were made A menu structure that's not logical Making the menu structure more intuitive
Find details about how easy the clothes will be to recycle or re-use There is no information about this on the website Make this information available as part of the product description.
Find out where the clothes were made The information is not consolidated and it takes effort to cobble this information together. Consolidate this information and make it easy to find.

Technology

Comfort level with technology

Sarah is comfortable with technology.

Time

Spare time

On an average day, Sarah has a moderate amount of spare time.

Jargon

Jargon familiarity

Sarah is fairly familiar with the industry specific terms that are used in the retail industry.

Social media usage for Sarah

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage
Twitter: medium usage
LinkedIn: low usage

Devices that Sarah uses to access the Acme Clothes website

Computer

Desktop / laptop

Sarah uses a computer to access the Acme Clothes website at work and at night.

Tablet

iPad

Sarah uses a tablet to access the Acme Clothes website while watching TV.

Mobile

Smart phone

Sarah uses a mobile to access the Acme Clothes website when traveling on public transport.

The environmentally conscious buyer
Stats for 'Sarah' insert_chart
  • Life-stage: beginning their career
  • Age: 25 years
  • Annual income: $51,000 - $70,000
  • Industry: marketing
  • Internet usage: many times a day
  • Social media usage: very active
Relationships group
  • Marital status: single
  • Children: no
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

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More persona templates for the E-commerce / retail industry

See persona examples and templates created using our persona generator tool.

Show me personas relevant to my industry:
The ethical online shopper persona, Sally

Persona template: 'The ethical online shopper'

Sally
This persona template is relevant to the retail / eCommerce industry.

Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

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  • create your own bespoke personas,
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