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European Social Marketing Conference 2024

del 4 al 6 de November del 2024

Grand Hotel Union, Ljubljana, Slovenia

To buy, not to buy, or to buy better, that is the question! How emotions and motivations affect sustainable fashion consumption

martes, el 5 de noviembre de 2024 a las 13:30–13:50 CET add to calendar
Glass Hall 1
Proposed Conference Track

2. Planetary health: Environment and sustainability

Session Theme

Environment & sustainability

Programme Listing

The fashion industry's massive water consumption and significant greenhouse gas emissions, together with poor working conditions and low wages for factory workers, highlight the urgent need of a shift towards more sustainable fashion practices. Our research delves into the psychological mechanisms behing sustainable fashion consumption, suggesting that positive emotions and intrinsic motivations drive intentions to consume sustainable fashion. Thus, they should be considered by social marketers when designing interventions aimed at changing behaviours for good in the fashion sector. 

Primary Contact

Irene Garnelo-Gomez, Henley Business School, University of Reading
Job Title

Lecturer in Marketing and Sustainability

Presenters

Irene Garnelo-Gomez, Henley Business School, University of Reading
Job Title

Lecturer in Marketing and Sustainability

Anastasiya Saraeva
Job Title

Associate Professor in Reputation and Responsibility

Lucy Hurwood
Job Title

Digital Product Owner

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