Sustainable wardrobes: identifying drives and barriers in consumer behaviour to enable circular fashion economies
|Coordinator||Göteborgs Universitet - Gothenburg Research Institute|
|Funding from Vinnova||SEK 1 000 000|
|Project duration||December 2018 - April 2020|
|Venture||Circular and biobased economy|
|Call||Policy and behavioral issues for a biobased circular economy|
Purpose and goal
The project ensures the conditions for achieving circular fashion economies by investigating barriers and drives in consumer behavior that affect the transition to a circular fashion economy.
Expected results and effects
The project aims to highlight consumer behavior by allowing two groups of consumers to document and reflect on their choices and habits. The identified relationship with garments is then translated into deficiencies / needs and opportunities to develop new solutions and drive policy issues that can promote circular mode systems. The results of consumer behavior studies will be compiled and serve as a basis for design and business development.
Planned approach and implementation
To understand why the use and consumption of clothes look like they are doing and how to get the fashion ecosystem to shift to sustainable solutions, an analysis that takes into account the social and cultural significance of fashion is necessary. The project partners include Science Park Borås, Västra Götaland Region and the Swedish Consumer Agency. In addition, the Environmental Protection Agency, ADA Business Region, Marketplace Borås, Creative Clusture in a reference group will beactively involved in the project.