Anti-Consumers and Treasure-Hunters: Can Online Sustainable Fashion Challenges Shift Consumer Behaviour?

Abstract

Two types of social media challenges were compared: the Second-hand September and the No New Clothes challenge, both restraining consumption of new clothes. First, a survey (n = 416) measured the motivation of environmentally conscious consumers to participate in online consumption reduction challenges. Factor analysis and multilinear regressions were used to test the predictive power of anti-fashion preferences, environmental and ethical concern in relation to consumption reduction. A second study examined the motivations and attitudes of participants of two No New Clothes challenges in reducing their fashion consumption on five dimensions, such as environmental, ethical, animal protection, frugality and personal curiosity; and about their willingness to continue with not buying clothes after the challenge, with additional qualitative insights that shed light on the main barriers and opportunities associated with the reduction of fashion consumption. The study also situates anti-consumption, voluntary simplicity, and second-hand clothing within the context of sustainable fashion. Findings suggest that consumption reduction is primarily driven by ethical concerns and a desire to learn about sustainable fashion, with anti-fashion attitudes influencing participation. Results indicate that second-hand clothing might be a trigger for consumption. Study 2 confirmed that after the one-year challenge, 68% of participants prioritised second-hand purchases, followed by ethical brands (27.5%). Participants motivated by frugality were less likely to continue anti-consumption practices and more prone to reverting to fast fashion due to its accessibility. Anti-consumers were driven by voluntary simplicity and willingly took on active roles in promoting sustainable practices. The comparative analysis of two online challenges—Secondhand September and No New Clothes—highlights the role of social media in fostering anti-consumption engagement and behavioural change, offering a fresh perspective on how digital platforms can drive sustainable practices, and draws conclusions on anti-consumption motivations and practices. The analysis also sheds light on the difference between treasure hunting and anti-consumption attitudes.