TY - JOUR
T1 - Encouraging Sustainable Behaviour Change via a Social Practice Approach
T2 - A Focus on Apparel Consumption Practices
AU - McEachern, Morven
AU - Middleton, Deborah
AU - Cassidy, Tracy
N1 - Funding Information:
This study was funded by the University of Huddersfield (2017–2018).
Publisher Copyright:
© 2020, The Author(s).
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/6/1
Y1 - 2020/6/1
N2 - 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.
AB - 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.
KW - Sustainable apparel consumption
KW - Social practice
KW - Sustainable apparel disposal
KW - Behavior change
KW - Apparel/Fashion industry
KW - Upcycling
KW - Contemplative theatre
KW - Qualitative research
KW - Fashion marketing
KW - Sustainability
KW - Apparel industry
KW - Behaviour change
UR - http://www.scopus.com/inward/record.url?scp=85083094552&partnerID=8YFLogxK
U2 - 10.1007/s10603-020-09454-0
DO - 10.1007/s10603-020-09454-0
M3 - Article
VL - 43
SP - 397
EP - 418
JO - Journal of Consumer Policy
JF - Journal of Consumer Policy
SN - 0168-7034
IS - 2
ER -