By Hélène MERAL and Camille SAINTIVES - INSEEC Grande École Bordeaux
The sneaker market is booming: in 2022, the global sneaker market is expected to be worth
estimated at $90.45 billion, rising to $93.19 billion by 2025.
This growth in the athletic footwear market is not without consequences for the environment, given that 99% of this type of footwear is made from plastic derived from petroleum.
Faced with the environmental impact of sneaker production and consumers' desire to buy more environmentally-friendly products, many brands are now offering more eco-friendly sneaker models. It was against this backdrop that the Veja brand was created in 2005, with the aim of "producing sneakers differently, with a positive impact at every stage of production".
However, the question arises as to how far it is in the interests of companies to pursue their ecological approach? In other words, will an increasingly eco-designed product lead to higher consumer satisfaction and greater financial effort?
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