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.     

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.     

Identity,self‐concept and young women’s engagement with collaborative,sustainable fashion consumption models

It is clear from extant theory that fashion consumption is intrinsically bound to self‐concept and social identity. As such, many individuals over consume in pursuit of ideal identities, particularly in periods of heightened awareness of identity development, such as their youth. This study thus takes one group of fashion over‐consumers, young females, and seeks to identify core motivations towards and barriers for collaborative consumption of clothing and fashion products, though the lens of self‐identity and social interaction. The study adopts a theory of planned behaviour approach, using in‐depth interviews to examine norms of behaviour in fashion consumption and develops a conceptual model for understanding of how these individuals construct a fashion identity within the social contexts of four alternative forms of consumption (renting, borrowing, swapping and purchasing second‐hand). Furthermore, the study examines perceived barriers to participation in these four alternative fashion consumption forms. The study finds that social and ethical implications of sustainable consumption behaviour are the least likely motivators towards engagement with collaborative fashion consumption models within this group, and that opportunities for individual identity expression are the most sought after benefits of such engagement. This research contributes to the literature regarding sustainability issues generally, in the context of fashion consumption, and deepens one’s understanding of young female consumers’ willingness to participate in sustainable consumption actions.     

A typology of Polish consumers and their behaviours in the market for sustainable textiles and clothing

The paper discusses Polish consumers' behaviours in the market for sustainable textiles and clothing. The analysis presented in this article was undertaken because of:

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