Encouraging Sustainable Behaviour Change via a Social
Practice Approach: A Focus on Apparel
Consumption Practice

Journal of Consumer Policy

To encourage greater sustainability regarding apparel consumption practices,
policymakers have traditionally focused on economic and/or social psychology
frameworks which rely on information-based campaigns to achieve behavioural
change. Whilst such campaigns have had limited success and received significant
criticism, additional policy solutions are called for. In contrast to conventional
behavioural change strategies, this study responds to calls for further methodo-
logical insight and explores the potential of creative methods such as upcycling
workshops and contemplative theatre performance, as practice-based mechanisms
to engender a greater understanding of the environmental impact of apparel
consumption and help bring about behavioural change to current apparel con-
sumption practice. Via the theoretical lens of behavioural change theory and
contemplative performance practice, our findings reveal the dynamic and contin-
uously reshaping nature of the apparel market, in that most of our participants
were until recently unaware of the unsustainable nature of the apparel industry.
Despite some participants citing barriers, such as a lack of time, peer pressure,
and the desire to express a specific social identity, reactions to practice-based
methods were overwhelmingly positive. Thus, initiating a more proactive engage-
ment with sustainability issues as well as increased reflection and discussion on
how they might modify current apparel consumption behaviours in the future. We
conclude by making suggestions for policymakers regarding future sustainability
initiatives