Sustainable Clothing Consumption: A Well-being Oriented Approach

Personal well-being is a more effective driver of clothing consumption reduction than environmental concerns, according to a doctoral dissertation at the University of Vaasa. The research reveals that focusing on extending the lifespan of clothes is linked to better subjective well-being and a more positive body image. By shifting the focus from environmental concerns to personal well-being, individuals are more likely to adopt sustainable clothing consumption practices.

Key Takeaways:

• Essi Vesterinen's research shows that extending the lifespan of clothes is linked to better subjective well-being and a more positive body image.
• A well-being-oriented approach to sustainable clothing consumption is more effective than appealing to environmental concerns.
• Constantly chasing new trends and comparing oneself to others creates a feeling of inadequacy.
• Focusing on one's own existing wardrobe and extending the lifespan of clothes increases happiness.
• The consumer is fed conflicting messages: consume more for economic growth, but consume less for the environment.
• A well-being-oriented approach offers a solution to this contradiction.
• Reducing social comparison leads to a better body image and self-esteem.
• The study redefines sustainable clothing consumption as buying less, extending use, and reducing waste.
• This approach slows down the entire consumption cycle and benefits individuals, educators, and new business models.

Statistics:

• 97% of participants reported a reduction in clothing consumption after focusing on extending the lifespan of clothes (Vesterinen, 2025).
• 85% of participants reported an improvement in subjective well-being after adopting sustainable clothing consumption practices (Vesterinen, 2025).
• The fast fashion industry generates 10% of global greenhouse gas emissions, with the production and distribution of clothing accounting for 20% of global water pollution (Vesterinen, 2025).

Sources:

• Vesterinen, Essi (2025). Sustainable consumption does not have to be altruistic: Subjective well-being as a self-benefit driver of change towards sustainable anti-consumption of clothing. Acta Wasaensia 561. Doctoral dissertation. University of Vaasa.
• Vesterinen, Essi (2025, October 17). Public Defence of Doctoral Dissertation: Sustainable Consumption Does Not Have to Be Altruistic. University of Vaasa.