Understanding and addressing the motivations and barriers of sustainale clothing consumption (KB-45-005-015)

One important pathway to de-materialization entails a change in
consumer behaviour.
This project provides concrete insights into
1. the determinants for dematerialization behaviours;
2. how communication interventions could address the relevant
determinants to encourage internal motivations to change
behaviour; and
3. the potential financial incentives that could drive external
motivations to change behaviour.

What are the key activities or steps?
• Focus groups to gain qualitative insights into the motivations
(needs) and barriers for sustainable clothing behaviours, consumer
knowledge of sustainable textiles and behaviours, and their
acceptance of different financial policy instruments.
• A large-scale survey to verify the acceptance of policy
instruments, and to examine the relative importance of motivations
and barriers, and how knowledge, motivations, and barriers differ
between people.
• Development of a set of interventions addressing specific
motivations and barriers relevant to specific groups. With a
longitudinal experiment we will test the the immediate and longterm
intervention effects on knowledge, intentions, attitudes, and
behaviour (usi . ng agent-based modelling).