Social Acceptability of More Sustainable Alternatives in Clothing Consumption

The rapidly growing demand for clothing in connection with the resource requirements and the emissions along the textile chain as well as the prevailing working conditions in the textile industry cause serious environmental and social problems. The question is asked, whether changes in consumption towards more sustainably produced clothing and, finally, a reduction of clothing consumption are achievable against the background of the existing consumption-related patterns of attitudes and behaviors. A representative survey was conducted in Germany (N = 2000) to tackle the consumer-related aspects of this question. The characteristics of consumption-related attitudes in the different population segments were determined. Factors were identified that affect the buying and use of clothes as well as the efficiency, consistency, and sufficiency supporting consumption alternatives. The results show that some preconditions for a broader diffusion of more sustainable alternatives in clothing consumption are given in Germany, such as a widespread general sustainability and problem awareness. In some population segments, social norms supporting more efficiency and consistency in the clothing sector are effective, and social and ecological buying criteria have a relatively high importance. However, there are also strong attitudinal obstacles, particularly regarding the restriction of clothing consumption.