Skip to content
1981
Volume 1, Issue 1
  • ISSN: 2754-026X
  • E-ISSN: 2754-0278

Abstract

Unsustainable clothing consumption patterns, especially prevalent in the Global North, have come to the spotlight of media, policy-makers and the academic community in recent years. Recently, the COVID-19 pandemic disrupted the routine lives of citizens globally, which has impacted some consumers’ attitudes towards fashion and consumption practices. This study employs terror management theory and voluntary simplicity to explore the impact of the COVID-19 pandemic on consumers’ attitudes towards clothing consumption across six different countries, from the Middle East, Southeast Asia, Europe and North America. A structured qualitative study with closed, open-ended and multiple-choice questions was completed by a sample of consumers ( = 3748) across these countries. Among all participants of this study one-third reported that the pandemic had affected their attitude towards clothing and this study was mainly conducted to investigate the nature of those attitude changes. Qualitative analysis identified patterns of change in consumers’ attitude towards clothing (e.g., minimalism, grateful mindset, conscious mindset, decreased fashion desire, longevity and style confidence), which reveal potential for a lasting shift towards more sustainable consumption patterns. The results of this study highlight valuable managerial implications: the industry needs to respond to this shift in consumers’ attitude and move towards more sustainable business models and processes. Sufficiency-oriented business offerings, in particular, are becoming more accepted in the fashion industry. Moreover, these results are relevant for predicting future consumption patterns, especially considering that pandemics may become a more regular part of life.

Loading

Article metrics loading...

/content/journals/10.1386/sft/0002_1
2022-04-01
2024-11-07
Loading full text...

Full text loading...

/deliver/fulltext/sft/1/1/sft.1.1.9.html?itemId=/content/journals/10.1386/sft/0002_1&mimeType=html&fmt=ahah

References

  1. Ali, Qaisar,, Parveen, Shazia,, Yaacob, Hakimah,, Zaini, Zaki, and Sarbini, Nur Anissa. ( 2021;), ‘ COVID-19 and dynamics of environmental awareness, sustainable consumption and social responsibility in Malaysia. ’, Environmental Science and Pollution Research, 28:40, pp. 56199218.
    [Google Scholar]
  2. Arndt, Jamie,, Solomon, Sheldon,, Kasser, Tim, and Sheldon, Kennon M.. ( 2004;), ‘ The urge to splurge: A terror management account of materialism and consumer behavior. ’, Journal of Consumer Psychology, 14:3, pp. 198212.
    [Google Scholar]
  3. Bäuerle, Alexander,, Steinbach, Jasmin,, Schweda, Adam,, Beckord, Jil,, Hetkamp, Madeleine,, Weismüller, Benjamin,, Kohler, Hannah,, Musche, Venja,, Dörrie, Nora,, Teufel, Martin, and Skoda, Eva-Maria. ( 2020;), ‘ Mental health burden of the COVID-19 outbreak in Germany: Predictors of mental health impairment. ’, Journal of Primary Care & Community Health, 11, pp. 18.
    [Google Scholar]
  4. Becker, Ernest. ( 1973), The Denial of Death, New York:: Free Press;.
    [Google Scholar]
  5. Carver, Charles S.,, Scheier, Michael F., and Weintraub, Jagdish K.. ( 1989;), ‘ Assessing coping strategies: A theoretically based approach. ’, Journal of Personality and Social Psychology, 56:2, pp. 26783.
    [Google Scholar]
  6. Chae, Myoung-Jin. ( 2021;), ‘ Effects of the COVID-19 pandemic on sustainable consumption. ’, Social Behavior and Personality: An International Journal, 49:6, p. 10199.
    [Google Scholar]
  7. Cohen, Maurie J.. ( 2020;), ‘ Does the COVID-19 outbreak mark the onset of a sustainable consumption transition?. ’, Sustainability: Science, Practice and Policy, 16:1, pp. 13.
    [Google Scholar]
  8. Craig-Lees, Margaret, and Hill, Constance. ( 2002;), ‘ Understanding voluntary simplifiers. ’, Psychology and Marketing, 19:2, pp. 187210.
    [Google Scholar]
  9. Dopierała, Renata. ( 2017;), ‘ Minimalism: A new mode of consumption?. ’, Przegląd Socjologiczny, 66:4, pp. 6783.
    [Google Scholar]
  10. Eckhardt, Giana M., and Husemann, Katharina C.. ( 2020;), ‘ How to maintain a slower pace of life after lockdown. ’, The Conversation, 4 June, https://theconversation.com/how-to-maintain-a-slower-pace-of-life-after-lockdown-140088. Accessed 4 June 2020.
    [Google Scholar]
  11. EEA ( 2019;), ‘ Textiles in Europe’s circular economy. ’, 19 November, https://www.eea.europa.eu/publications/textiles-in-europes-circular-economy. Accessed 30 July 2019.
  12. Ellen MacArthur Foundation ( 2017;), ‘ A new textiles economy: Redesigning fashion’s future. ’, http://www.ellenmacarthurfoundation.org/publications. Accessed 20 December 2021.
  13. Esposti, Piergiorgio Degli,, Mortara, Ariela, and Roberti, Geraldina. ( 2021;), ‘ Sharing and sustainable consumption in the era of COVID-19. ’, Sustainability, 13:4, p. 1903.
    [Google Scholar]
  14. Etzioni, Amitai. ( 1999;), ‘ Voluntary simplicity: Characterization, select psychological implications, and societal consequences. ’, Journal of Economic Psychology, 19:5, pp. 61952.
    [Google Scholar]
  15. Fashion Revolution ( 2020;), ‘ Consumer survey: Key findings. ’, https://www.fashionrevolution.org/resources/consumer-survey. Accessed 19 January 2022.
  16. Fletcher, Kate. ( 2008), Sustainable Fashion and Textiles: Design Journeys, London:: Earthscan;.
    [Google Scholar]
  17. Fritsche, Immo,, Jonas, Eva,, Kayser, Daniela Niesta, and Koranyi, Nicolas. ( 2010;), ‘ Existential threat and compliance with pro-environmental norms. ’, Journal of Environmental Psychology, 30:1, pp. 6779.
    [Google Scholar]
  18. Greenberg, Jeff,, Pyszczynski, Tom, and Solomon, Sheldon. ( 1986;), ‘ The causes and consequences of a need for self-esteem: A terror management theory. ’, in R. F. Baumeister. (ed.), Public Self and Private Self, New York:: Springer;, pp. 189212.
    [Google Scholar]
  19. Gregg, Richard B.. ( 1936), The Value of Voluntary Simplicity, Wallingford, PA:: Pendle Hill Pamphlets;.
    [Google Scholar]
  20. Heberlein, Thomas A.. ( 2012), Navigating Environmental Attitudes, Oxford:: Oxford University Press;.
    [Google Scholar]
  21. Henninger, Claudia E.,, Brydges, Taylor,, Iran, Samira, and Vladimirova, Katia. ( 2021;), ‘ Collaborative fashion consumption: A synthesis and future research agenda. ’, Journal of Cleaner Production, 319:1, p. 128648.
    [Google Scholar]
  22. Huang, Yeen, and Zhao, Ning. ( 2020;), ‘ Generalized anxiety disorder, depressive symptoms and sleep quality during COVID-19 outbreak in China: A web-based cross-sectional survey. ’, Psychiatry Research, 299, p. 113803, https://doi.org/10.1016/J.PSYCHRES.2020.112954. Accessed 30 July 2020.
    [Google Scholar]
  23. Huneke, Mary E.. ( 2005;), ‘ The face of the un-consumer: An empirical examination of the practice of voluntary simplicity in the United States. ’, Psychology and Marketing, 22:7, pp. 52750.
    [Google Scholar]
  24. Hüttel, Alexandra, and Balderjahn, Ingo. ( 2021;), ‘ The coronavirus pandemic: A window of opportunity for sustainable consumption or a time of turning away?. ’, Journal of Consumer Affairs, pp. 129.
    [Google Scholar]
  25. IPCC ( 2021;), Climate Change 2021: The Physical Science Basis. Contribution of Working Group I to the Sixth Assessment Report of the Intergovernmental Panel on Climate Change. , Sixth Assessment Report, Cambridge;: Cambridge University Press:, https://elib.dlr.de/137584/. Accessed 19 January 2022.
    [Google Scholar]
  26. Iran, Samira,, Geiger, Sonja M., and Schrader, Ulf. ( 2019;), ‘ Collaborative fashion consumption: A cross-cultural study between Tehran and Berlin. ’, Journal of Cleaner Production, 212, pp. 31323.
    [Google Scholar]
  27. Joyner Armstrong C. M.. ( 2021;), ‘ Fashion and the Buddha: What Buddhist economics and mindfulness have to offer sustainable consumption. ’, Clothing and Textiles Research Journal, 39:2, pp. 91105.
    [Google Scholar]
  28. Kala, Lukáš,, Galčanová, Lucie, and Pelikán, Vojtěch. ( 2017;), ‘ Narratives and practices of voluntary simplicity in the Czech post-socialist context. ’, Sociologický časopis/Czech Sociological Review, 53:6, pp. 83355.
    [Google Scholar]
  29. Kang, Jiyun,, Joyner Martinez, Cosette M., and Johnson, Catherine. ( 2021;), ‘ Minimalism as a sustainable lifestyle: Its behavioral representations and contributions to emotional well-being. ’, Sustainable Production and Consumption, 27, pp. 80213.
    [Google Scholar]
  30. Karg, Corinna. ( 2015;), ‘ New fashion minimalism in an affluent society: A paradigm shift?. ’, MA dissertation, Borås:: University of Borås;.
    [Google Scholar]
  31. Kim, Hye-Shin, and Damhorst, Mary Lynn. ( 1998;), ‘ Environmental concern and apparel consumption. ’, Clothing and Textiles Research Journal, 16:3, pp. 12633.
    [Google Scholar]
  32. Kollbrunner, Timo. ( 2019;), ‘ Following the tracks of a Zara hoody. ’, Public Eye, 28 November, https://stories.publiceye.ch/respect-by-zara/. Accessed 30 July 2019.
    [Google Scholar]
  33. Koschate-Fischer, Nicole,, Hoyer, Wayne D.,, Stokburger-Sauer, Nicola E., and Engling, Jan. ( 2017;), ‘ Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness. ’, Journal of the Academy of Marketing Science, 46:3, pp. 51636.
    [Google Scholar]
  34. Laitala, Kirsi, and Boks, Casper. ( 2012;), ‘ Sustainable clothing design: Use matters. ’, Journal of Design Research, 10:1&2, pp. 12139.
    [Google Scholar]
  35. Landau, Mark J.,, Greenberg, Jeff,, Sullivan, Daniel,, Routledge, Clay, and Arndt, Jamie. ( 2009;), ‘ The protective identity: Evidence that mortality salience heightens the clarity and coherence of the self-concept. ’, Journal of Experimental Social Psychology, 45:4, pp. 796807.
    [Google Scholar]
  36. Lang, Chunmin, and Joyner Armstrong, Cosette M.. ( 2018;), ‘ Fashion leadership and intention toward clothing product-service retail models. ’, Journal of Fashion Marketing and Management: An International Journal, 22:4, pp. 57187.
    [Google Scholar]
  37. Leonard-Barton, Dorothy. ( 1981;), ‘ Voluntary simplicity lifestyles and energy conservation. ’, Journal of Consumer Research, 8:3, pp. 24352.
    [Google Scholar]
  38. Liu, Chuanlan,, Xia, Sibei, and Lang, Chunmin. ( 2021;), ‘ Clothing consumption during the COVID-19 pandemic: Evidence from mining tweets. ’, Clothing and Textiles Research Journal, 39:4, pp. 31430.
    [Google Scholar]
  39. Madenberg, Ellie Hunter. ( 2021;), ‘ The implications of yoga as a coping mechanism for stress during the Covid-19 pandemic. ’, master’s thesis, Knoxville:: University of Tennessee;, https://trace.tennessee.edu/utk_gradthes/6168. Accessed 30 July 2021.
    [Google Scholar]
  40. Maheswaran, Durairaj, and Agrawal, Nidhi. ( 2004;), ‘ Motivational and cultural variations in mortality salience effects: Contemplations on terror management theory and consumer behavior. ’, Journal of Consumer Psychology, 14:3, pp. 21318.
    [Google Scholar]
  41. McDonald, Seonaidh,, Oates, Caroline J.,, Young, C. William, and Hwang, Kumju. ( 2006;), ‘ Toward sustainable consumption: Researching voluntary simplifiers. ’, Psychology & Marketing, 23:6, pp. 51534.
    [Google Scholar]
  42. McKinsey & Company ( 2020;), ‘ Survey: Consumer sentiment on sustainability in fashion. ’, 17 July, https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashion. Accessed 17 July 2020.
  43. Mehta, Seema,, Saxena, Tanjul, and Purohit, Neetu. ( 2020;), ‘ The new consumer behaviour paradigm amid COVID-19: Permanent or transient?. ’, Journal of Health Management, 22:2, pp. 291301.
    [Google Scholar]
  44. Meissner, Miriam. ( 2019;), ‘ Against accumulation: Lifestyle minimalism, de-growth and the present post-ecological condition. ’, Journal of Cultural Economy, 12:3, pp. 185200.
    [Google Scholar]
  45. Moschis, George P. ( 2007;), ‘ Life course perspectives on consumer behavior. ’, Journal of the Academy of Marketing Science, 35:2, pp. 295307.
    [Google Scholar]
  46. Niinimäki, Kirsi, and Armstrong, Cosette. ( 2013;), ‘ From pleasure in use to preservation of meaningful memories: A closer look at the sustainability of clothing via longevity and attachment. ’, International Journal of Fashion Design, Technology and Education, 6:3, pp. 19099.
    [Google Scholar]
  47. Niinimäki, Kirsi,, Peters, Greg,, Dahlbo, Helena,, Perry, Patsy,, Rissanen, Timo, and Gwilt, Alison. ( 2020;), ‘ The environmental price of fast fashion. ’, Nature Reviews Earth & Environment, 1:4, pp. 189200.
    [Google Scholar]
  48. Pyszczynski, Tom,, McKenzie, Lockett,, Greenberg, Jeff, and Solomon, Sheldon. ( 2021;), ‘ Terror management theory and the COVID-19 pandemic. ’, Journal of Humanistic Psychology, 61:2, pp. 173189.
    [Google Scholar]
  49. Rahimah, Anni,, Khalil, Shadab,, Dang, Huu Phuc, and Ming-Sung Cheng, Julian. ( 2020;), ‘ The terror of death and consumers’ sustainability attitudes. ’, Journal of Retailing and Consumer Services, 57, p. 102196.
    [Google Scholar]
  50. Remy, Nathalie,, Speelman, Eveline, and Swartz, Steven. ( 2016;), ‘ Style that’s sustainable: A new fast-fashion formula. ’, McKinsey, 20 October, https://www.mckinsey.com/business-functions/sustainability/our-insights/style-thats-sustainable-a-new-fast-fashion-formula. Accessed 17 July 2021.
    [Google Scholar]
  51. Rindfleisch, Aric, and Burroughs, James E.. ( 2004;), ‘ Terrifying thoughts, terrible materialism? Contemplations on a terror management account of materialism and consumer behavior. ’, Journal of Consumer Psychology, 14:3, pp. 21924.
    [Google Scholar]
  52. Rodriguez, Jason. ( 2017;), ‘ The US minimalist movement: Radical political practice?. ’, Review of Radical Political Economics, 50:2, pp. 28696.
    [Google Scholar]
  53. Sandin, Gustav,, Spak, Sandra Roos Björn,, Zamani, Bahareh, and Peters, Greg. ( 2019;), ‘ Environmental assessment of Swedish clothing consumption – six garments, sustainable futures. ’, mistrafuturefashion, 6 September, http://mistrafuturefashion.com/wp-content/uploads/2019/08/G.Sandin-Environmental-assessment-of-Swedish-clothing-consumption.MistraFutureFashionReport-2019.05.pdf. Accessed 19 January 2022.
    [Google Scholar]
  54. Schäfer, Martina,, Jaeger-Erben, Melanie, and Bamberg, Sebastian. ( 2012;), ‘ Life events as windows of opportunity for changing towards sustainable consumption patterns?. ’, Journal of Consumer Policy, 35:1, pp. 6584.
    [Google Scholar]
  55. Schallom, Rachel, and Staff, Fortune. ( 2021;), ‘ One year later: 15 ways life has changed since the onset of the COVID pandemic. ’, Fortune, 9 March, https://fortune.com/2021/03/09/covid-pandemic-how-life-has-changed-coronavirus-one-year-later-march-2020/. Accessed 9 March 2021.
    [Google Scholar]
  56. Severo, Eliana Andrea,, De Guimaraes, Julio Cesar Ferro, and Dellarmelin, Mateus Luan. ( 2021;), ‘ Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. ’, Journal of Cleaner Production, 286, p. 124947.
    [Google Scholar]
  57. Shama, Avraham. ( 1981;), ‘ Coping with staglation: Voluntary simplicity. ’, Journal of Marketing, 45:3, p. 120.
    [Google Scholar]
  58. Shama, Avraham, and Wisenblit, Joseph. ( 1984;), ‘ Values of voluntary simplicity: Lifestyle and motivation. ’, Psychologicnl Reports, 55:1, pp. 23140.
    [Google Scholar]
  59. Solomon, Michael R.. ( 2020), Consumer Behavior: Buying, Having, and Being, London:: Pearson;.
    [Google Scholar]
  60. Stanszus, Laura, and Iran, Samira. ( 2015;), ‘ Sustainable fashion. ’, in S. O. Idowu,, N. Capaldi,, M. S. Fifka,, L. Zu, and R. Schmidpeter. (eds), Dictionary of Corporate Social Responsibility, Cham and New York:: Springer;, pp. 15455.
    [Google Scholar]
  61. Taljaard-Swart, Hanri, and Sonnenberg, Nadine C.. ( 2019;), ‘ Basic psychological needs and self-determined motivation as drivers of voluntary simplistic clothing consumption practices in South Africa. ’, Sustainability, 11:13, p. 3742.
    [Google Scholar]
  62. Taplin, Ian M.. ( 2014;), ‘ Who is to blame? A re-examination of fast fashion after the 2013 factory disaster in Bangladesh. ’, Critical Perspectives on International Business, 10:1, pp. 7283.
    [Google Scholar]
  63. Uggla, Ylva. ( 2019;), ‘ Taking back control: Minimalism as a reaction to high speed and overload in contemporary society. ’, Sociologisk Forskning, 56:3&4, pp. 23352.
    [Google Scholar]
  64. Vess, Matthew, and Arndt, Jamie. ( 2008;), ‘ The nature of death and the death of nature: The impact of mortality salience on environmental concern. ’, Journal of Research in Personality, 42:5, pp. 137680.
    [Google Scholar]
  65. Vladimirova, Katia. ( 2021;), ‘ Consumption corridors in fashion: Deliberations on upper consumption limits in minimalist fashion challenges. ’, Sustainability: Science, Practice and Policy, 17:1, pp. 10317.
    [Google Scholar]
  66. Vladimirova, Katia,, Iran, Samira,, Barber, Jeffrey,, Blazquez, Marta,, Burcikova, Mila,, Henninger, Claudia,, Johnson, Eleanor,, Joyner Martinez, Cosette,, Laitala, Kirsi,, Maldini, Irene,, McNeil, Lisa,, Niinimaki, Kirsi,, Onthank, Karen,, Plonka, Magdalena,, Sauerwein, Maike, and Wallaschkowski, Stephan. ( 2021;), ‘ Conceptual framework for sustainable fashion consumption within the circular fashion system. ’, Sustainable Fashion Consumption , 15 June, https://sustainablefashionconsumption.org/projects/sfc-framework/. Accessed 19 January 2022.
  67. WRAP ( 2020;), ‘ 67 million items of clothing could be discarded from UK homes post-lockdown. ’, Love Your Clothes, 23 June, https://www.loveyourclothes.org.uk/blogs/67-million-items-clothing-could-be-discarded-uk-homes-post-lockdown. Accessed 30 November 2020.
    [Google Scholar]
  68. Wu, Dorothy, E.,, Thomas, Jane Boyd,, Moore, Marguerite, and Carroll, Kate. ( 2013;), ‘ Voluntary simplicity: The great American apparel diet. ’, Journal of Fashion Marketing and Management, 17:3, pp. 294305.
    [Google Scholar]
  69. Zalewska, Jonna, and Cobel-Tokarska, Marta. ( 2016;), ‘ Rationalization of pleasure and emotions: The analysis of the blogs of Polish minimalists. ’, Polish Sociological Review, 196:4, pp. 495512.
    [Google Scholar]
  70. Zwanka, Russell J., and Buff, Cheryl. ( 2021;), ‘ COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. ’, Journal of International Consumer Marketing, 33:1, pp. 5867.
    [Google Scholar]
  71. Iran, Samira,, Joyner Martinez, Cosette M.,, Vladimirova, Katia,, Wallaschkowski, Stephan,, Diddi, Sonali,, Henninger, Claudia E.,, McCormick, Helen,, Matus, Kira,, Niinimäki, Kirsi,, Sauerwein, Meike,, Singh, Renu, and Tiedke, Loredana. ( 2022;), ‘ When mortality knocks: Pandemic-inspired attitude shifts towards sustainable clothing consumption in six countries. ’, International Journal of Sustainable Fashion & Textiles, 1:1, pp. 939, https://doi.org/10.1386/sft_0002_1
    [Google Scholar]
/content/journals/10.1386/sft/0002_1
Loading
/content/journals/10.1386/sft/0002_1
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error