Encouraging Sustainable Behaviour Change via a Social Practice Approach: A Focus on Apparel Consumption Practices

Abstract

To encourage greater sustainability regarding apparel consumption practices, policymakers have traditionally focused on economic and/or social psychology frameworks which rely on information-based campaigns to achieve behavioural change. Whilst such campaigns have had limited success and received significant criticism, additional policy solutions are called for. In contrast to conventional behavioural change strategies, this study responds to calls for further methodological insight and explores the potential of creative methods such as upcycling workshops and contemplative theatre performance, as practice-based mechanisms to engender a greater understanding of the environmental impact of apparel consumption and help bring about behavioural change to current apparel consumption practice. Via the theoretical lens of behavioural change theory and contemplative performance practice, our findings reveal the dynamic and continuously reshaping nature of the apparel market, in that most of our participants were until recently unaware of the unsustainable nature of the apparel industry. Despite some participants citing barriers, such as a lack of time, peer pressure, and the desire to express a specific social identity, reactions to practice-based methods were overwhelmingly positive. Thus, initiating a more proactive engagement with sustainability issues as well as increased reflection and discussion on how they might modify current apparel consumption behaviours in the future. We conclude by making suggestions for policymakers regarding future sustainability initiatives.

Customers' social interactions and panic buying behavior: Insights from social media practices

“…These routinized kinds of behaviors not only trigger the attention of people, but also influence the importance they give to their needs, as well as determine their expectations about other participants' behavior who participate in social practices (Reckwitz, 2002). Although there is some understanding of co‐shopping as a social practice (Keller & Ruus, 2014) and consumption practice (McEachern et al, 2020), there is limited understanding of how the nature and features of social media platforms support the development of socially influenced panic buying practices. There is consensus that social media enhances consumers' engagement and buying (Habibi et al, 2016; Heinonen, 2011; Schivinski & Dabrowski, 2016), but there is limited understanding of what materials and meanings shared through social media generate socially influenced practices of panic buying among the customers of retail stores.…”

Ecological footprint of your denim jeans: production knowledge and green consumerism

“…Paço et al (2021) emphasised that consumers generally lack the necessary eco-centric information. Whereas McEachern et al (2020) suggest that creative modes of communication about the ecological impact of apparel can increase public awareness and knowledge about their purchase's carbon footprint. Legere and Kang (2020) argued, on the other hand, that the psychological mapping, used by clothing-consumers, to connect social, economic and ecological aspects in a unified manner, is still a greater challenge.…”

Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption

“…Furthermore, alternative consumption practices and social innovations such as do-it-yourself practices, upcycling, or sharing may gain attractiveness (Jaeger-Erben et al 2015). Innovative practice-oriented approaches to raising awareness of sustainability issues in consumption have been positively reviewed before (McEachern et al 2020). Physical hands-on experiences as part of education gained through sharing goods, recycling project workshops, or working in community gardens help students to understand the value of the resources they use on a daily basis and to teach skills such as handcrafting.…”