Tackling fashion waste from inside the wardrobe: The influence of personal factors on sustainable clothing use practice

Abstract

Fashion consumption seems predestined for disenchantment, demarcated by low utilization levels and a consumption cycle that is too short to foster emotional attachment. To be sure, what occurs after purchase when clothing is taken home for use is a carbon intensive phase of the product's lifespan that is squarely within the clothing user's control and responsibility. Decreasing the purchase of new garments has the greatest potential to reduce the global carbon emissions associated with fashion consumption, and prolonging clothing's utilization are consumer habits considered critical to this aim. Clothing use, manifest in the wear, care, and repair practice, are a linchpin in determining how much and how quickly fashion becomes waste. Though these use behaviors clearly advance sustainable clothing consumption, the least is known about what occurs between purchase and disposal or why. It is also important to develop a method to measure sustainable use practice and explore the influence of personal factors that determine engagement in such. This research study examined how personal factors (including fashion trend sensitivity, style orientation, frugality) influence sustainable clothing use practices (wear, care, and repair). A quantitative questionnaire was administered online to a representative sample of 420 U.S. consumers. A multi-level path analysis was used to test a proposed model. The results indicate that fashion trend sensitivity, style orientation, and frugality positively influence sustainable clothing use practices. Further, findings reveal that these personal factors explain 80% of the variance in sustainable clothing use, highlighting the critical role of use practice in shaping sustainable clothing behavior.