What is it about?
The study 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 behavioral change to current apparel consumption practice.
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Photo by Waldemar Brandt on Unsplash
Why is it important?
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 behavioral change. This study takes a social practice approach to behavioural change.
Perspectives
The findings from our upcycling workshops and contemplative theatre performances help to positively endorse the value in adopting a social practice approach, especially given the influencing capacity of social relations, material infrastructures and context, another criticism targeted at previous behavior change studies
Professor of Sustainability & Marketing Ethics Morven G. McEachern
University of Chester
Read the Original
This page is a summary of: Encouraging Sustainable Behaviour Change via a Social Practice Approach: A Focus on Apparel Consumption Practices, Journal of Consumer Policy, March 2020, Springer Science + Business Media,
DOI: 10.1007/s10603-020-09454-0.
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