The Independent Florida Alligator | UF’s reusable water bottles fuel small-scale sustainability and resistance

Water bottle collection has become a trend. The impulse to collect, replace or upgrade is a choice shaped by consumer psychology. It allows consumers to blend personal style and usefulness while staying on trend.

Aner Sela, City Furniture Professor, specializes in understanding how consumers make choices and form preferences. Consumers often choose products that are easy to justify buying, he said. They often underestimate the effect other people have on their choices.

Read more in this story from The Independent Florida Alligator.