Consumer motivation for prolonging the lifespan of clothes

The growth of fast fashion and textile production is associated with a substantial increase in global greenhouse gas emissions. A promising alternative to reduce the environmental impact of textiles is prolonging the useful life of clothes through repairs. The project intends to generate robust and data-based evidence on consumers’ motivations to repair garments and preferences for characteristics of garments that require repairs.

In this project, we rely on qualitative and quantitative approaches to investigate both garment’s features and personal attributes that drive consumers’ repair decisions. More specifically, to generate qualitative insights, we use the social practice theory, which considers a behaviour as consisting of materials (objects), competences (skills, etc.) and meanings (such as social significance). The project conducts a series focus group discussions to understand how garment repairs can fit into everyday life practices.

Our quantitative approach is grounded in the theory of random utility maximization in which we examine consumers’ preferences for various characteristics of garments that require repair services. For this purpose, the project develops and conducts a choice experiment survey on scenarios the mimic garment repair decisions consumers face in reality. The quantitative analysis generates insights about the trade-offs consumers make between repair costs and important garment characteristics including durability, damage severity, repair time and replacement value.   

The project intends to also identify and test behavioural interventions that encourage consumers to repair garments. We leverage a digital platform for garment repairs that is under development by one of the project partners, Circle Wear AB, to test our proposed interventions.  Better understanding people's motivations and preferences for repairs leads to offering tailored services in the short-term, and consequently to a real-life transformation of clothing consumption habits where repairs are prioritized over purchasing new clothes.