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EMAC 2021 Annual Conference

Feeling good by wearing sustainable: Advancing the well-being paradigm in sustainable consumption practices

Published: May 25, 2021


Francesca Bergianti, University of Modena and Reggio Emilia – Marco Biagi Foundation; Silvia Grappi, Department of Communication and Economics - University of Modena and Reggio Emilia; Veronica Gabrielli, University of Modena and Reggio Emilia; Ilaria Baghi, University of Modena and Reggio Emilia


Consumers are paying more and more attention to the negative effects of their consumption choices, and they are increasingly adopting sustainable consumption practices. Previous research has shown they are driven not only by altruistic and ethical motives, but also by the need to feel good. Through the perspective of individual well-being, this paper aims to explore and identify the main elements underlying consumers’ sustainable practices related to fashion products. A qualitative study based on the photo elicitation technique was developed. Findings showed three main categories through which consumers experience well-being as a result of sustainable consumption choices for fashion products: positive emotions and affective reactions; consumer value and self-enhancement; search for meaning. Conclusive considerations position our findings in the current theoretical debate and provide interesting insights for future research.