The Consumer as (Political) Agent of Change: Possibilities and Boundaries for True Environmental Impact in Clothing Consumption

Tina Mueller, Wencke Gwozdz

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


The aim of this study is to empirically examine two distinct phenomena of sustainable consumer behaviors, which have yet received limited attention in research, i.e., reducing consumption and political consumption. The study’s contribution is twofold: 1) describing the prevalence of consuming less and political consumption and 2) examining the prerequisite for such consumption behavior, perceived consumer responsibility, in a British sample. The data collection took place in December 2017 as part of a fourteen-day diary survey study. Participants were acquired via the participant platform Prolific and received monetary compensation for partaking. The final sample consists of 778 participants with a mean age of M = 36.85 (SD = 10.99, Range = 18-63) and a median monthly net income of a £1000. Female participants are overrepresented with 71%. The survey comprises further items not discussed in the current paper. An overview over the measurements used for the current analysis is provided in Table 1.
Original languageEnglish
Title of host publicationConference Proceedings of the Macromarketing Conference 2018 : Change between Complexity and Simplicity
EditorsHelge Löbler, Janine Mörstedt, Michelle Wloka, Pablo Barriga, Sebastian Stieler
Number of pages8
Place of PublicationLeipzig
PublisherMacromarketing Society Inc.
Publication date2018
ISBN (Print)9783000606236
Publication statusPublished - 2018
EventThe 43rd Annual Macromarketing Conference. 2018 - Leipzig, Germany
Duration: 10 Jul 201812 Jul 2018
Conference number: 43


ConferenceThe 43rd Annual Macromarketing Conference. 2018
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