Making the ‘short game’ a ‘long game’: Promoting clothing longevity in the use phase

Abstract

As the most significant portion of a garment’s ecological footprint stems from its use, clothing users play a pivotal role in extending the clothing lifespan by way of their wear, care and repair habits. Despite the fashion industry’s slow progress towards sustainability, clothing users have autonomy to shape their practice, which holds promise for reducing environmental impacts. There is a need to explore more critically various practices such as wear, care and repair habits that contribute to longevity within the consumer’s sphere of influence. Likewise, there is a need to transform educational perspectives in the field of sustainable consumption, as increased knowledge alone has been found insufficient to drive behavioural change. This study investigates the impact of short-term behavioural modification challenges (the ‘short game’) on users’ long-term consumption behaviour (the ‘long game’). Through a case study involving young female university students, this study characterizes the implementation of a lifestyle change towards sustainable clothing use practice and highlights its effects on long-term behaviour. This case illustrates an educational intervention that employed cognitive (head), affective (heart) and practical (hands) learning activities to advance specific competencies associated with sustainable consumption in the context of clothing use behaviours. The study provides a window into the logistical challenges, emotional longings and social pressures that young consumers must invariably reconcile to remain motivated and persist in the ‘long game’ of clothing longevity. By focusing learners’ attention on clothing use behaviours and providing some supportive conditions, young consumers can make meaningful and lasting changes to their practice.