PSYCHOLOGICAL OPINION
Can
sustainable fashion
wellbeing?
influence our WORDS BY ELEANOR CIARCIAGLINI (MSc, BSc)
EDITED BY VIKTORIA BIELAWA
How purchasing behaviours affect our relationship with clothing and influence our well-being - making us (subconsciously) drawn to sustainable fashion.
G
etting dressed in the morning; it’s a task we do daily, some more consciously than others. With each decision and each outfit, we – intentionally or unintentionally – communicate our identity to the outside world. But can clothes affect our emotional wellbeing? Fashion has always been a means of self-expression, essentially saying, “what we wear is who we are.” The clothes we wear reflect the way we want others to perceive us and how we perceive ourselves. But, in today’s society we have an overabundance of choice of what we can consume. We are met with a multitude of items right at the entrance of the store; a copy of the next best thing. We have access to numerous social media platforms at the click of a button – showing us what others are consuming and what we may be missing out on. This overwhelming of choice, is one of the reasons why people are increasingly reporting higher feelings of anxiety, unhappiness, and frustration. Humans can only process a limited number of things at a time, and too much choice can result in decreased performance, and with it, poorer wellbeing. Studies have shown that our happiness is made up of three determinants; our genetics, our life circumstances, and our intentional activities. Our genetics 40
determine 50% of our happiness, our life circumstances (like gender, age, geographical location, financial status) make up 10% of this, leaving 40% of our happiness relating to our intentional activities - the voluntary thoughts or behaviours we engage in. Essentially, it is what we decide to consume in our everyday life; from the media we interact with to the products we buy. As a result, consumers will buy and cast aside products to keep up with the constant overturn of products, which create environmental problems and decreased wellbeing. The fast-fashion industry is no different; where designs move quickly from the catwalk to stores changing season to season to meet demands. The pressure to meet demand, reduce cost and speed up the production process result in not only increased waste, but also decreased satisfaction. Consumers are starting to consider their choices and how they impact on the environment and their ecological footprint. Sustainable fashion brands are starting to dominate the industry, with shoppers increasingly demanding sustainable practices from brands. To which they are willing to abandon if brands don't meet their needs. If we are left satisfied with a product, we are more likely to keep it for a much longer period of time, re-use it and value it. The
product becomes an item you identify with ‘joy’ due to the satisfaction of ‘doing the right thing,’ - giving you the same feeling as when you first purchased it. Studies show that being satisfied with products relates to more sustainable habits, attitudes, and consumption behaviours. It could be that being more satisfied with products can lead to a more sustainable lifestyle. Happiness is triggered by, and can be found in, activities that individuals can engage with that align with their personal interests and internal values. It could be that consumers purchasing sustainable fashion products, that align with their values of sustainability, could improve their wellbeing. When products reflect their identity and personality, their positive perception of this product might enhance their disposition to pay the high price. Therefore, it is assumed that self-identity will improve customer disposition towards paying premium prices and thus, their purchase intention of the product.
