Eco‐clothing, consumer identity and ideology

Kirsi Niinimäki

doi:10.1002/sd.455

journal article Mar 26, 2010

Eco‐clothing, consumer identity and ideology

Kirsi Niinimäki

Sustainable Development Vol. 18 No. 3 pp. 150-162 · Wiley

View at Publisher Save 10.1002/sd.455

Abstract

AbstractThis 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.

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