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The motivation–impact gap in pro-environmental clothing consumption

Author

Listed:
  • Kristian S. Nielsen

    (University of Cambridge)

  • Cameron Brick

    (University of Amsterdam)

  • Wilhelm Hofmann

    (Faculty of Psychology, Ruhr University Bochum)

  • Tina Joanes

    (Justus-Liebig-University Giessen)

  • Florian Lange

    (KU Leuven)

  • Wencke Gwozdz

    (Justus-Liebig-University Giessen
    Copenhagen Business School)

Abstract

Accurate models of pro-environmental behaviour can support environmental sustainability. Previous studies identifying the psychological predictors of pro-environmental behaviour rarely accounted for environmental impact. We studied the greenhouse gas emissions of clothing purchasing across four countries. Clothing purchasing is responsible for 2–3% of global emissions and severe, local environmental degradation. We found, using multiple regression analyses, that psychological factors like attitudes and personal norms strongly predicted a common self-reported behaviour scale of clothing purchasing but only weakly predicted clothing-related greenhouse gas emissions. This result challenges widespread inferences using pro-environmental behaviour scales and suggests that psychological factors may be a poor predictor of clothing-related environmental impact.

Suggested Citation

  • Kristian S. Nielsen & Cameron Brick & Wilhelm Hofmann & Tina Joanes & Florian Lange & Wencke Gwozdz, 2022. "The motivation–impact gap in pro-environmental clothing consumption," Nature Sustainability, Nature, vol. 5(8), pages 665-668, August.
    • Handle: RePEc:nat:natsus:v:5:y:2022:i:8:d:10.1038_s41893-022-00888-7
    DOI: 10.1038/s41893-022-00888-7
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