Answer: Avoiding use of green/environmentally-friendly materials (which are of lower quality than superior materials)
Step-by-step explanation:
The International Footwear Federation is a consumer group that issues s/q ratings for footware makers around the world.
The S/Q ratings range from 0 - 10 stars and measure everything between the quality and appearance of the footware apparel.
Footware with high quality materials that are durable rank high in the S/Q matrix and as such it is imperative that companies aiming to move higher up the S/Q scale, use high quality materials.
Avoiding the use of green/environmentally-friendly materials (which are of lower quality than superior materials) and instead using Superior materials, whilst not entirely good for the Environment, will make a shoe stronger which would increase the S/Q rating.