Cleanliness and consumption: exploring material and social structuring of domestic cleaning practices

In line with increasing international trends of energy efficient devices on the market and in households, domestic consumption of water and energy should be decreasing. However in Sweden, domestic per capita water consumption is not decreasing rapidly and energy consumption is actually increasing. This suggests that physical contexts are not the only factor shaping resource demand. People are also influenced by collective conventions; what we think is normal has a significant say in what we do, and the resources we consume in the course of everyday life. This paper explores the way context shapes what people do from both a material infrastructures and social infrastructures perspective, using cleanliness in Sweden as a case study. First, material infrastructures in Sweden are mapped, including device ownership, water, energy and time consumed related to cleanliness. Second, qualitative interviews with Swedish people aim to show the social structuring of cleanliness. Understanding the interplay between physical and social structures has potential implications for decreasing resource intensity in everyday life.     

Changing laundry habits in Norway

Maintenance is often the most energy‐demanding stage during clothes' life cycle. Therefore, a shift towards more sustainable washing habits has great potential to reduce the consumption of energy, water and detergent. This paper discusses the change in laundering practices during the past 10 years in Norway and suggests strategies to help consumers change their laundry habits to more sustainable ones. Quantitative information of consumers' experiences, habits and opinions concerning clothing maintenance was collected through three surveys in Norway in 2002, 2010 and 2011. The 2010 study was supplemented with qualitative in‐depth interviews of a strategic sample of households. The average washing temperature has decreased slightly during the studied time periods. Some products' washing frequencies remained the same, whereas other products such as jeans were used a few more days before washing. The cotton programme is the most used washing programme, but short programmes are gaining popularity. The laundry sorting processes vary greatly and are influenced by several factors such as washing temperature, colours, fibre type and use area. For some consumers, the use of several different sorting categories made it more difficult to collect a sufficient amount of clothing to fill the machine. They were also afraid that overfilling the machine would result in clothes that were not clean enough or had detergent residues. Detergent dosing practices are far from optimal. In 2010, although the majority of respondents only used eye measure and did not know the water hardness of their area, they still tried to vary detergent dosage based on the amount of laundry and the level of soiling. Different design for sustainable behaviour strategies could be used within detergent dosage systems, care labelling, machine programme selection (such as suggesting lower temperature and eco‐programme), machine filling grade indicators, storage systems for slightly used clothing and textile material choice.     

Reducing laundering frequency to prolong the life of denim jeans

The use and disposal phase in a garment's life cycle is highly dependent on the choices made by the consumer. Maintenance procedures such as laundering and drying require energy and water use. Garment disposal increases waste in landfill sites, unless incinerated, which can take a toll on the environment through greenhouse gas emissions. Therefore, encouraging consumers to launder less frequently and finding ways to extend the useful life of clothing are two ways of increasing sustainability within the clothing industry. Denim jeans are one of the most popular items of clothing worldwide. Changing habits such as reducing the frequency with which a person washes their denim jeans could have a positive impact on the environment through less water and energy use. However, environmental knowledge about what is detrimental to the environment may not necessarily lead to pro‐environmental behaviour. In denim jeans fibre loss results in thinning and loss in colour due to use. Laundering in particular can degrade clothing due to the abrasive forces applied to the surface of wet fibres. Therefore, this study highlights the effect that frequent laundering can have on the degradation of jeans with the aim to provide additional motivation to encourage change in consumers’ laundering habits. Consumers wore jeans for the equivalent of 60 days and either washed their jeans after approximately 2 days of wear or after approximately every 20 days of wear. The findings confirmed that frequent laundering reduced mass, increased colour loss, and reduced tensile strength in the warp direction of the fabric. Although washing is a major contributor to the degradation of jeans, the process of wearing denim jeans also naturally degrades the denim as the thigh region of the jeans showed greater colour loss and reduction in tensile strength than the shin region, which is typically less prone to abrasion through wear. The findings from this study provide compelling evidence to encourage consumers to reconsider their laundering habits in terms of wash frequency as both a means to behave in a more environmentally sustainable way, and to preserve their favourite garments.     

The adoption of sustainable laundry technologies by US consumers

The adoption of sustainable laundry technologies by US consumers has lagged behind that of other countries and even behind the projections for adoption made by the US government. Most US household currently own and use the top‐loading vertical axis (v‐axis) agitator type washers, which use large amounts of water as well as additional energy to heat the water. More sustainable laundry practices include the use of energy‐ and water‐efficient front‐loading horizontal‐axis (h‐axis) washers. These washers have been demonstrated to use 38% less water and 58% less energy than the standard top‐loading v‐axis models. The adoption of more energy‐efficient washing technologies is of interest to many, including policy makers, because of their water‐ and energy‐saving potential. Little is known about the attributes and issues consumers use in their decision to adopt high‐efficiency washers for their home. This study uses Roger's Diffusion of Innovations Theory to understand the adoption of h‐axis washers by US consumers. An online survey of 330 consumers who own washing machines found that 23% currently own h‐axis washers and 24% of consumers intend to purchase an h‐axis when they replace their top‐loading vertical (v‐axis) washers. Energy and water savings are the most frequently cited reasons overall for adopting the h‐axis washer and cost was the main reason for not adopting the technology. Other issues, such as dissatisfaction with cleaning power and problems with machine cleanliness and maintenance, did not play a major role in adoption. Specific marketing and education channels, where US consumers are looking for information about h‐axis washers, are also identified. Overall, the results suggest that the rate of h‐axis adoption in the US is accelerating, but that many of the benefits of the technology are not easily observed by non‐owners.     

Clean laundry with pure conscience—A study on laundry practices among Finnish consumers

The previous study concerning laundry practices in Finland was published 16 years ago. Since that time, many pro‐environmental debates have been going on and sustainable actions have been implemented in many areas of individual lives and households. The purpose of this study is to investigate the textile laundering practices of Finnish consumers and their attitudes toward clothing care procedures. This study discusses how laundry habits could be developed into a more sustainable direction. The data for this research were gathered through an online enquiry that consisted of structured multiple‐choice questions. The data were obtained from 1,841 persons of whom 97.5% were women (n = 1,795). The data were analyzed by statistical means using the SPSS program. The data show that, despite media attention and debate about textile care procedures, there still are factors in laundering that burden the environment. From a sustainability point of view, some improvements exist when comparing to the situation 16 years ago, but washing machines still are seldom filled to their full capacity and consumers, being unaware of water hardness, administer excessive amounts of detergent. The current life situations of the household members seem to be major factors influencing laundry habits and sustainable actions. Especially, young people and families with children would benefit from information and instructions on laundry practices. Topics could contain knowledge about water hardness and proper dosing of detergent, filling the washing machine, washing temperatures, drying methods, and saving energy. Furthermore, general promotion of gender equality is important because household work and laundering is strikingly women‐performed work.     

Effects of socio‐demographic factors on laundry behaviours in Europe and their implications on sustainability

The continuing rise of greenhouse gas (GHG) emissions is leading to catastrophic damage in many parts of the world over the coming decades unless GHG emissions can be controlled quickly. The objective of reducing GHG emissions can only be accomplished when all the sectors contributing to GHG emission act responsibly. The contribution of the household to GHG emission was 19.6% in the European Union (EU) in 2013. The energy consumption for laundry washing in the EU, estimated at 24.2 TWh/year, is a substantial share of household energy use. As the use phase of the washing machine is the dominant stage where the environmental impact occurs, this paper addresses some of the EU consumers’ washing and drying behaviour in the laundry process. Information on consumers’ behaviour regarding the laundry process was collected by a semi‐representative survey in eleven EU countries in 2015, including more than 5,000 participants. The main outcome of the study is that consumers’ behaviour regarding the laundry process differs substantially between the EU countries. Moreover, socio‐demographic characteristics of households affect the overall sustainability profile of the laundry process.     

Consumer laundry practices in Germany

Sustainability is a guiding principle for a responsible, future‐oriented 21st century lifestyle and this already begins in private households with the daily household tasks. Approximately 25% of an average household's electricity consumption is required to do the laundry and dishwashing – 5% alone is for washing clothes with a corresponding energy consumption of 6 billion kilowatt hours. In addition, 600 000 tonnes of detergent and 330 million cubic metres of water are used for textile care in Germany. These figures provide the rationale for the scientific study of current practices of using washing machines and for a resulting estimate of the latent energy‐saving potential in German households. In the context of the in‐home study presented here, 236 private households throughout Germany were studied with respect to their washing practices and existing knowledge about topics on the sustainable, energy‐saving use of their washing machines. Overall, across all households 2867 wash cycles were individually recorded and subsequently analysed over a 4‐week period. The results of this study show that washing machines tend to be underloaded, and therefore maximum loading of the machines could lead to a reduction of wash cycles per household. With respect to detergent dosage, it was determined that the consumer does not adjust the dosage to the textile type, load size, soil level and/or water hardness, and this can lead to under‐ or overdosing depending on prevailing conditions. Finally, the selection of the wash temperature showed a 90°C/95°C programme was only chosen in 2.3% of all recorded wash cycles, however, every fourth cycle was completed at 60°C. Therefore, adjusting the load size and detergent dosage as well as selecting the right wash temperature are key themes to be taken into account in future consumer communication about energy‐saving households.     

Environmental value chain management of laundry detergents in the use phase

Environmental value chain management is concerned with the environmental aspects of products and services along the whole value chain, from raw material and energy acquisition to waste management. The use phase in the value chain remains an understudied subject, despite considerable consumption‐related environmental impacts. The purpose of this paper is to analyse the use phase of laundry detergents in households. Our empirical data consist of interviews in the laundry rooms of 299 Finnish households. Consumers’ environmental awareness, use of dosage measuring devices and actual doses of laundry detergents are studied in the empirical part of the study. The results show that consumers do not perceive households as significant polluters, the measuring devices they use are diverse and the number of ‘heavy users’ is high in all detergent brands. It is concluded that in the consumption of laundry detergents, consumers do not perceive environmental issues as specific value criteria in relation to the use of laundry detergents. Manufacturers, marketers and other actors in the value chain of laundry detergents could contribute to alleviating the harmful environmental impacts of the use phase by more effective consumer education and better product design. For consumers, it might be beneficial to adopt eco‐efficiency thinking in their daily consumption.     

“Mum,did you just leave that tap running?!” The role of positive pester power in prompting sustainable consumption

This paper offers novel insights on the socio‐structural factors that sustain (or break) everyday behaviours in the home. Specifically, the adoption of sustainable consumption in the home as influenced by Green‐School children is explored. The findings presented are derived from surveys with Green‐School (Eco‐School) children and in‐depth interviews with their parents. The process of sustainable consumption adoption in the home, in the context of the Green‐Schools programme, is explored with an aim to understand if, and how, Green‐School children affect behaviours in the home. The findings enlighten our understanding of not only how environmental education programmes are reconciling the Dominant Social Paradigm with the New Environmental Paradigm, but also in terms of how sustainable consumption in the home, such as recycling and water and energy conservation, are initiated and reinforced by children through their use of positive pester power.     

Do consumers act in a sustainable way using their refrigerator? The influence of consumer real life behaviour on the energy consumption of cooling appliances

Over recent decades, energy savings and resource conservation have become increasingly important issues for debate, and this includes the residential sector. Since the introduction of the European Energy Label, the energy consumption of appliances has decreased drastically. Additionally, a number of guidelines have been published to assist the consumer in adopting more energy‐saving behaviours. Refrigerators and freezers in particular are covered by these recommendations because they are large energy consumers in domestic households. In order to understand the influence of consumers' real life circumstances and their behaviour in relation to the energy consumption of refrigerators, a web‐based survey was carried out. A total of 1011 participants in four European countries completed a questionnaire to allow the researchers to gain information about refrigerator characteristics and consumer behaviour in relation to refrigerator use. As well as demographic and socio‐economic characteristics of the participants, data were collected on refrigerator configuration and specification, ambient conditions (ambient temperature, position near any heat sources), and consumer behaviours such as shopping frequency, loading of the refrigerator, door opening and food consumption. The study has shown that recommendations on energy efficient usage are not always observed. A major finding of the present study is that for 25% of refrigerators, correct operation is not ensured as these appliances are operated outside the temperature ranges specified according to their climatic classes. This suggests a lack of consumer information on this topic. Consequently, guidelines and recommendations will have to be revised and their dissemination to be improved in order to ensure the sustainable and safe use of domestic refrigerators.     

Converging Conventions of Comfort,Cleanliness and Convenience

Many commentators analyse green consumption as if it were an expression of individual environmental commitment. Such approaches suppose that the adoption of more sustainable ways of life depends upon the diffusion of "green" beliefs and actions through society. In this article, the author explores the idea that patterns of resource consumption (especially of energy and water) reflect what are generally inconspicuous routines and habits. Are such conventions evolving or standardising in ways that are increasingly resource intensive? In addressing this question with reference to three domains of daily life: comfort, cleanliness, and convenience, four simple models of change are outlined, two of which imply an inexorable escalation of resource consumption, two of which do not. The purpose of this illustrative exercise is to demonstrate the importance of understanding the systemic redefinition of "normal practice." Rather than taking individual behaviour to be the central unit of analysis, the case is made for an approach that concentrates on the construction and transformation of collective convention. This theoretical reorientation opens the way for programmes of research and policy informed by an appreciation of the technological and the commercial as well as the symbolic and cultural dimensions of more and less resource-intensive ways of life.

     

Towards conscientious food consumption: exploring the values of Czech organic food consumers

The effects of the organic consumption are often contested with regard to the motives of consumers. Main goal of the paper is to present a theoretical framework that would encapsulate the motives of consumption and enable to identify the conditions for sustainable consumption. In particular, the paper seeks a new perspective that will not be tied to specific ways of life and that could bridge the complex, and often contradictory, motives of consumers. This framework is applied to map the values of organic food consumers in the Czech Republic with the use of the means‐end approach. The participants identified about 30 attributes related to organic food. Those attributes were divided into 14 basic categories. The study proves that Czech consumers mainly see organics as food ‘without chemicals’ that is favourable to health. At the same time, the identified hierarchical map of values reveals the great importance of the environmentally friendly approach, which results in the reduction of negative impacts and creates an opportunity to balance the relationship between society and nature. Some of the identified motives have pointed out a potential for merging together the egocentric and altruistic motives of ethical consumption in relation to the concept of ‘alternative hedonism’.     

Politicising the study of sustainable living practices

ABSTRACT

In studies of consumption, social theories of practice foreground the purchasing and use of resources not for intrinsic pleasure but rather in the routine accomplishment of “normal” ways of living. In this paper, we argue that a key strength of theories of practice lies in their ability to expose questions of power in the construction of normality, but that this has been largely overlooked. Since practice theories are leveraged in understanding urgent questions of climate change, we use ethnographic data of a sustainable community in England to examine the normative dimension of sustainability. Using Michel Foucault's approach to practice, we elucidate the social technologies operating in the community that govern sustainable practices in the absence of a singular cultural authority. We illustrate how shared understanding guiding normative sustainable practice was negotiated and maintained through collective ethical work, the paramount importance of interpersonal harmony, and the continual formation of ethical subjects.     

Sustainable consumption in Vietnam: an explorative study among the urban middle class

The middle class of Vietnam is growing and so is their consumption, especially in urban areas. This is due to the effects of rapid economic growth, industrialization and increasing wealth in combination with a young, growing population. This paper aims to understand current consumption patterns and consumption categories that can provide a start for sustainable lifestyles among the Vietnamese middle class. Data was collected in the capital Hanoi, in the north of Vietnam. The current level of awareness, knowledge and attitude was explored on five specific consumption topics: energy, transport, water, waste, and food. A combination of quantitative and qualitative data was collected: 5 focus groups, 5 in‐depth interviews and a survey among 158 Vietnamese urban middle class consumers. The results are discussed according to the MOA model that explains behaviour as a function of three components: Motivation, Opportunity and Ability. The research concludes that awareness and knowledge of the urban middle class in Vietnam on sustainable consumption is generally low. However, the motivation to live healthy lifestyles and protect the planet for their future generations is rather high. In order to support more sustainable lifestyles, the awareness of environmental issues needs to be increased; knowledge needs to be made available and accessible (ability); and role models need to set an example for the urban middle class of Vietnam. Furthermore, health in combination with food is the most important reason for people to pursue a sustainable lifestyle (motivation) and the need to change was expressed. However, a general distrust towards business and governmental actors was also found. Therefore, opportunities for bottom‐up initiatives for sustainable food consumption must be explored in the future. This could support in engaging the middle class of Vietnam in sustainable lifestyles.     

Exit from the high street: an exploratory study of sustainable fashion consumption pioneers

In today's fashion system, dominated by business models predicated on continual consumption and globalized production systems that have major environmental and social impacts, the consumption of ‘sustainable fashion’ takes on an almost paradoxical quality. This paper explores this paradox by focusing on a previously under‐researched group of consumers – ‘sustainable fashion consumption pioneers’ who actively engage and shape their own discourse around the notion of sustainable fashion consumption. These pioneers actively create and communicate strategies for sustainable fashion behaviour that can overcome the nebulous and somewhat paradoxical reality that sustainable development in the fashion industry presents. Specifically, we use passive netnography and semi‐structured interviews to illuminate the role of motivational and contextual factors that help shape these consumers' definitions of sustainable fashion including such key behaviours as purchasing fewer garments of higher quality, exiting the retail market, purchasing only second‐hand fashion goods and sewing or upgrading their own clothing. Central to much of these behaviours is the notion that personal style, rather than fashion, can bridge the potential disconnect between sustainability and fashion while also facilitating a sense of well‐being not found in traditional fashion consumption. As such, our research suggests that for these consumers sustainability is as much about reducing measurable environmental or social impacts as it is about incorporating broader concepts through which to achieve goals beyond the pro‐environmental or ethical.     

Promoting sustainability through social marketing: examples from New Zealand

This paper investigates the social marketing of sustainability in New Zealand and examines the usefulness of advertising campaigns to enlist and empower people, as both consumers and citizens, towards environmental care. It draws on discussions about ‘citizen‐consumer subjectivities’ and the model of the ‘political economic person’, which link sustainability and consumption through asserting people’s capacities as reflecting citizens. Printed advertisements by local and national government agencies about air pollution, fuel dependency and energy consumption are analysed to see whether advertising campaigns can operate on multiple levels for a range of audiences – desirable for broadening understanding of sustainable consumption and dealing with the complexity and experiential aspects of ‘doing’ sustainability. The advertisements analysed have an authoritative dimension that downplays this complexity and variability. The paper concludes that these advertisements do not go far enough to involve individuals in processes of co‐producing knowledge about sustainability, and to vest them with expertise in exercising sustainability in their daily lives. The implications are that advertising campaigns that engage with the complexity surrounding consumption in people’s modern lives, and with variability in meanings of sustainability, have the possibility of inciting citizen‐consumer political subjectivities.     

THE COST OF WASHING CLOTHES: SOURCES OF VARIATION

This paper develops the national average cost of washing clothes by examining consumer research data on the frequencies of using various water temperature settings and laundry additives and by utilizing national surveys of laundry product prices. Variations in these costs are shown to be significantly affected by three variables: (1) costs increase with family size due to the higher number of loads washed, (2) costs increase in areas where phosphate detergents are not available due to an increased use of hot water and laundry additives and (3) costs increase in harder water areas due to an increased use of hot water and fabric softener. The average increased cost for energy and laundry additives per family due to the nonavailability of phosphate detergents exceeds $11.00 per year. In addition to this amount, increased wear on washing machine parts and fabrics from the use of carbonate-built detergents significantly increases the costs to consumers in nonphosphate areas.     

Negative influences of working life on sustainable consumption

Working life can have negative influences on sustainable consumption. In order to promote environmentally and socially friendly consumption patterns and a sustainable society, these negative influences need to be identified and prevented. Research on sustainable consumption has considered different positive and negative influences of working life on sustainable consumption. However, with regard to work‐life‐research and its gained insights into the work‐life relationship, it can be assumed that significant work interferences that restrain sustainable consumption have been ignored so far. Therefore, this article proposes an integrated approach. An overview on sustainable consumption research and work‐life‐research regarding their insights into work interferences is first presented. On this basis, the article then integrates both research perspectives and shows that additional work interferences need to be considered in order to prevent restraints of sustainable consumption.     

Reducing household water consumption: a social marketing approach

Abstract

There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing’s role in achieving such goals. This research examines how key behavioural factors influence household water use, in the context of a social marketing programme to reduce household water consumption. A model of the key drivers of household water consumption is developed and tested using a sample of 909 households in a regional city in Australia. The findings from this study support the model developed and show that in the absence of price as a rationing mechanism, the social marketing programme significantly reduces household water consumption.     

Resisting immigrant myths: everyday consumer practices of Asian immigrants in America

Projective, depth interviews with U.S. Asian immigrants revealed their ambivalence toward the U.S. commercial sector's colonial-era representations of Asian people. These commercial representations provide polarized depictions of Asian immigrants as either threatening aliens or as model citizens. These portrayals reflect “racialized otherness,” or racial stereotyping that represent Asian immigrants as inferior. Our findings indicate that Chinese immigrants strategically use everyday consumption related to foodways to resist the reverberation of American immigrant myths. In some instances, immigrants’ consumption practices instantiate a regional Asian identity. In other instances, however, immigrants’ consumption practices reflect a separation from the past and an acceptance of a new although not exclusively American way of life. Notwithstanding immigrant consumers' resistance practices, the findings call for future research into immigrant consumers' reactions to visual representations of race, ethnicity, and gender.