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”Sustainable consumption and production: from hyped concept to research about women’s clothing habits”.

”Sustainable consumption and production: from hyped concept to research about women’s clothing habits”. By Michael Søgaard Jørgensen and Charlotte Louise Jensen. ‘OUR’ HISTORY OF STUDIES OF ENVIRONMENTAL ASPECTS OF TEXTILE AND CLOTHING: Research in cleaner technology in companies =>

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”Sustainable consumption and production: from hyped concept to research about women’s clothing habits”.

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  1. ”Sustainable consumption and production: from hyped concept to research about women’s clothing habits”. By Michael Søgaard Jørgensen and Charlotte Louise Jensen

  2. ‘OUR’ HISTORY OF STUDIES OF ENVIRONMENTAL ASPECTS OF TEXTILE AND CLOTHING: • Research in cleaner technology in companies => • Research in environmental management in companies => • Research in environmental management in product chains • Master thesis about clothing practices and their socio-material shaping • => Showed an opportunity for understanding the interaction between production and consumption = SCP / SPC This study: Why and for what reasons?

  3. Small, qualitative research project • 6 women, M.Sc, either in final years of studying or employed. • Initial meeting, information about the process and possibility to meet • Diaries • Personalized ethnographic interview guides (inspired by Spradley and personalized by returned diaries) (representations as well as actions) • Touring the wardrobe (actions become visible) • twofold focus group interview (about environmental alternatives) Obtaining insights: how do women dress?

  4. Getting bored with same clothes • Low prices encourage higher consumption • Inactive clothes in wardrobe (out of sight, out of mind) • Expectations about social networks • Not wearing the same clothes when meeting with the same people twice during a week. However clothes could be worn (unwashed) if meeting with other people • Fear of being considered stagnating • Fashion as a rule-setter: both in the positive and negative sense • Eco-labeling limited role – (if) not offering the same choices Findings..

  5. Critical case study => • If these women have this high consumption…. • If eco-labeling does not influence these women’s consumption…. • From SCP to understanding the interaction between production and consumption • Our social practices are (of course) influenced by the business strategies (fast fashion, low prices) • Theoretical work: practice as entity  practice as performance • Transition studies: Regime => Variety of practices? • From understanding the complextity of practice(s) to transition of practices • From consumer to citizen? • Political citizenship? • Collective spaces? • Experiments? • What public policies needed? What may this imply?

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