Think Twice: A Social Marketing Toolbox for Reduced Consumption

This report presents an experimental application of the behavior-change strategies introduced in Mistra Future Fashion report D3.2.1.1 (Joanes et al, 2019) and investigates their potential to change consumer behavior in practice. It reports the results of an online intervention that aimed to reduce consumers clothing purchases and to evaluate the extent to which different tools were instrumental in achieving this aim. The rationale behind the intervention and this report is to offer practitioners (like e.g. NGOs or other campaigning institutions) tested and evaluated methods to encourage reduced clothing consumption among consumers. In general, results show that a combination of both knowledge providing and awareness raising tools as well as goal setting techniques was successful in reducing the number of items consumer bought. Further results and possible limitations of the study are discussed.