Do we need to change minds to change garment use behaviour?

Consumer engagement is often promoted as a solution to the environmental and social issues associated with garment consumption. But, how much does a consumer’s attitude influence their behaviour? My research into consumer garment use behavior suggests that other factors, such as context, personal capabilities and garment characteristics, have a greater influence on behaviour. Lehner, Mont & Heiskanen (2015) propose that ‘in order to change behaviour we do not always need to change minds’. The impact of consumer garment use could be reduced in other ways, such as influencing behaviour through social marketing or product design. However, without engaging the consumer in issues of sustainability are we allowing them to forsake the dialogue on sustainable fashion?

This PechaKucha aims to explore the role of consumer engagement in the future of sustainable fashion.