European Social Marketing Conference 2024
November 4–6, 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
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