Bike enthusiast impressions of "Sustainability" and how it impacts their buying habits

Student: Alannah Hill, 2021-2022

Aside from developing the world's most innovative bicycle componentry as the second-largest supplier to the industry, SRAM is also passionate about environmental sustainability. One of the requirements in achieving their sustainability goals is more research and data regarding best practices. While SRAM isn’t interested in performative gestures, they are interested in consumer opinion. For this project, I will interview cyclists to understand what attributes of sustainability are important to them, any ideas they have, and how these might impact their purchasing decisions. In addition, I will provide recommendations to SRAM for technologies to consider in the creation of more sustainable products. Finally, along with a market analysis, I will also suggest ways to communicate their sustainability messages to consumers.