麻豆淫院

According to a doctoral dissertation at the University of Vaasa, appealing to personal well-being is a more effective way to reduce clothing consumption than invoking environmental concerns. Essi Vesterinen's research in marketing reveals that extending the lifespan of clothes is linked to better subjective well-being and a more positive body image.

Vesterinen's doctoral research shows that the sustainability problem in the clothing industry cannot be solved solely by circular economy practices or by appealing to people's environmental awareness. Since people are prone to maximizing their own benefit, personal and egoistic motivators are needed to drive change.

The fast fashion industry and the constant marketing barrage create the illusion that happiness can be found in new purchases. Vesterinen's research turns this setup on its head.

"Constantly chasing new trends and comparing yourself to others creates a feeling of inadequacy. According to my research, happiness is not increased by constant variety, but by focusing on your own existing wardrobe and extending the lifespan of your clothes," says Vesterinen.

Finding your own style strengthens a positive body image

One of the most surprising and interesting findings of the study is the connection between extending the use of clothes and a better body image. According to Vesterinen, this is explained by the reduction of social comparison.

"When you are constantly browsing new arrivals and social media influencers, you compare yourself and your own body to models and the ideal images created by marketing. This causes inadequacy. When you instead focus on your own style and look for clothes that really fit and that you like, you end up owning clothes that you feel good in. This improves self-esteem and how you feel in your own body," Vesterinen explains.

The research redefines sustainable clothing consumption: it is, above all, about buying less, extending use, and reducing waste. This slows down the entire consumption cycle. The results are beneficial not only to consumers but also to educators, political decision-makers, and new business models, such as repair and rental services.

Vesterinen also calls for legislative measures, such as the planned fast fashion law in France and restrictions on advertising, especially for children and young people.

"The entire problem cannot be left to individual responsibility. We need a framework created by society, within which it is easier for the consumer to act for their own well-being and, at the same time, for the benefit of the environment," she summarizes.