Work

Citizen Engagement Activities

Year: 2025

Type: conference-paper

Abstract: The study explores the application of Behaviour Change Techniques (BCTs) in promoting sustainable clothing consumption. The fashion industry significantly impacts the environment, and despite consumer interest in sustainable options, adoption remains low, and a green gap persists. This research aims to identify effective methods to encourage sustainable behaviours. BCTs, a theoretical framework originally used in health contexts, are applied here to sustainable clothing consumption. Four citizen engagement activities were conducted, each incorporating different BCTs. Surveys were conducted before and after the activities to measure their effectiveness. The study found that certain BCTs (providing information on social and environmental consequences, education, and instructions on how to perform behaviours), significantly correlated with participants' intentions to adopt sustainable clothing consumption behaviours. These findings suggest that interventions combining impact awareness through information with action are most effective. The study highlights the potential of BCTs to guide and evaluate interventions aimed at reducing the green gap in sustainable clothing consumption.

Source: Proceedings of the 6th Product Lifetimes and the Environment Conference (PLATE2025)

Authors: Elina Lewe, Edith De Lamballerie

Institutions: Aalto University, ESSCA School of Management

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Responsible consumption and production, Climate action

Open Access status: hybrid

Funders: European Commission, Strategic Research Council

Awards: G434337789, Textile Recycling EXcellence