Eco‐clothing, consumer identity and ideology

TLDR

The study frames sustainable clothing within design research and material culture, adopting an interdisciplinary view that links eco‑clothes to consumers’ ethical attitudes, values, and self‑construction through external symbols. The paper aims to deepen understanding of eco‑fashion consumption and consumer purchase decisions by examining how individuals construct their identity with external symbols such as appearance, clothing, and fashion items. The authors employ sociology and social psychology to analyze how appearance, clothing, and fashion are interpreted within a social context, integrating interdisciplinary perspectives on eco‑clothes as cultural and design objects. © 2010 John Wiley & Sons, Ltd, ERP Environment.

Abstract

Abstract This paper aims to contribute to a better understanding of eco‐fashion consumption and consumer purchase decisions while constructing one's self with external symbols, such as appearance, clothing and fashion items. This study approaches sustainable clothing from a grounding in design research and the meanings of material culture. The study uses sociology and social psychology; hence, the meaning of appearance and especially clothing and fashion is understood in a social context. This paper also takes an interdisciplinary approach to eco‐clothes as cultural and design objects in a social and sustainable development context, objects that intertwine consumers' ethical attitudes and values and how they construct a concept of ‘self’ using external symbols. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.