Consumers face barriers to embracing ethical fashion, psychologist warns

Consumers are likely to continue making poor fashion choices unless eco-friendly choices become more accessible, according to a leading psychologist.

Carolyn Mair says brands must do more to promote sustainable clothing by making it more accessible to all, and by doing more to educate the public about mindful consumption.

Meaningful reforms to the current model of fashion production, in which garments are made from raw materials then discarded, have lagged, says Dr. Mair, who is also a fashion business consultant.

Making sustainable choices

In Dr. Mair’s new book The Psychology of Fashion, she says eco-labels on garments are an important influence on shopping psychology but should be clearer to encourage more people to make responsible purchases.

Dr. Mair, a cognitive psychologist and former Professor of Psychology for Fashion at the University of the Arts London, adds that an in-depth comprehension of why consumers make certain fashion choices is crucial for real change. She explains that often people say they support sustainability but may not make sustainable fashion choices, for many reasons including cost.

The Psychology of Fashion uses existing data and psychological theories to highlight how the fashion industry influences the environment as well as well-being, body image, and society in general.

Dr. Mair explains that while there are many psychological drivers behind our motivation to buy fashion on repeat, buyers can be moved to make more sustainable choices through educational advertising campaigns, and improved accessibility and affordability of eco-friendly fashion.

She says, “Psychology in the context of fashion can lead to an ethical and sustainable industry that becomes a force for good for its workforce, consumers and the planet.

“Understanding the psychology of sustainable behavior in fashion is essential for developing effective strategies to promote and adopt sustainable practices, both at the individual and organizational levels.

“By addressing psychological barriers and fostering a deeper understanding of sustainable fashion principles, stakeholders can work collectively towards a more sustainable and ethical future for the fashion industry.”

Transforming the fashion industry

The fashion industry has a long history of controversy, with more recent debates focusing on its impact on climate change, especially with low-priced imports from China and cotton from India.

The expert also says more countries should bring in laws to ensure the industry adopts sustainability goals and ethical employment standards. This would include regulations requiring companies to disclose how they are reducing emissions.

Data highlighted in the book predicts the fashion industry globally will release 1.5 gigatons of CO₂ by 2029. Research also estimates that the ethical fashion market will increase to $10bn by 2025, but Dr. Mair points out even some of the ethical choices can still damage the environment—vegan fashion contains harmful chemicals and synthetics.

“Fashion choices not only reflect individual identity and body image but also have significant implications for sustainability. The psychological drive towards fast fashion and ever-changing trends often leads to overconsumption and waste, contributing to environmental degradation,” Prof Mair explains.

“By examining the psychology behind these consumption patterns, the book highlights the need for more mindful and sustainable fashion practices.”

Fashion of the future

This second edition of the book has been thoroughly updated with a new exploration of fashion and social media, including a look at platforms such as TikTok and Instagram.

A new chapter on the future of fashion also highlights the possibilities presented by virtual and augmented reality.

Items worn in virtual ‘spaces’ such as for online gaming, virtual fashion shows or experiences where consumers virtually wear items before they buy them are among examples given by Dr. Mair. The author says this trend could lead to people valuing digital ownership of clothing more than physical ownership.

The personalized nature of augmented reality and digital technology could help raise self-esteem and challenge stereotypical notions of beauty.

Technology could also help foster feelings of ethical empowerment among consumers. Designers and manufacturers are already developing fossil-fuel based textiles which use sustainable materials such as pineapple leather and fabrics made of coffee grounds.

AI could also be a force for good by forecasting future trends more accurately, an advance which Prof Mair says could prevent overproduction. However, the downside of AI is excessive energy consumption and the pressure on consumers to keep up with fashion fads.