Sustainable Consumer Behavior in Clothing Consumption

Sustainable consumer behaviour in clothing consumption encompasses the decisions and actions of individuals throughout the lifecycle of garments, from acquisition and use to care, repair and eventual disposal. It recognises the environmental and social impacts of fast fashion, prompting a shift towards more responsible purchasing, extended garment lifespans and circular models of production and consumption. Key drivers include personal values, environmental awareness, social norms and perceived control over clothing care. Consumers may choose quality over quantity, engage in repair or alteration, participate in clothing rental or swapping schemes and favour second-hand or sustainably produced items. Barriers such as convenience, cost, lack of knowledge and the allure of low-priced fashion remain prevalent. Practical interventions span educational campaigns, policy incentives, innovative business models and design for durability. Globally, sustainable clothing consumption offers pathways to reduce resource depletion, minimise waste and mitigate greenhouse-gas emissions. By integrating consumer motivations with systemic changes in retail, supply-chain practices and policy frameworks, the sector can move towards a circular economy in which textiles are kept in use for as long as possible.

Research from Nature Portfolio

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Sustainable Consumer Behavior in Clothing Consumption publication trend

The graph below shows the total number of articles in sustainable consumer behavior in clothing consumption across all publications each year (not limited to Nature Index journals).

Technical terms

Circular economy: An economic model focused on minimising waste and keeping products and materials in use through reuse, repair, remanufacture and recycling.

Garment life extension: Strategies and behaviours aimed at prolonging the functional life of clothing through care, repair, alteration or repurposing.

Practice theory: A theoretical approach that examines how social practices emerge from the interplay of materials, competences and meanings.

Value–belief–norm theory: A social-psychological framework that links individuals’ values and beliefs to pro-environmental personal norms and resultant behaviours.

References

1. Exploring clothing fit as a motivator for lifetime extension and circular disposal. Resources Conservation and Recycling (2024).
2. Practice theory approach to Gen Z’s sustainable clothing consumption in Finland. Young Consumers Insight and Ideas for Responsible Marketers (2024).
3. The Sustainability-Conscious Consumer: An Exploration of the Motivations, Values, Beliefs, and Norms Guiding Garment Life Extension Practices. Sustainability (2023).