The amount of laundry washed by European consumers has grown excessively for reasons that cannot be explained by demographics alone. Initiatives trying to curb this trend have repeatedly failed. Previous studies have largely overlooked the psychological dimensions of laundering behaviour. In three separate studies the authors investigate how disgust, shame, cleanliness norms and environmental identity, mediated through a set of preceding behaviours, affect washing frequency. Study results highlight how conflicting psychological goals between disgust sensitivity and pro-environmental identity can undermine willingness to change laundry behaviour. Policy recommendations are suggested, and future research challenges are discussed.
The authors argue that “people are confronted with an implicit dilemma when deciding whether to wash or not: reducing emissions but risking social repercussions. Since the latter take priority for the general consumer, it comes as no surprise that previous interventions have been unsuccessful in steering behaviour.” Instead, “efforts should be made to extend the use frequency of clothes between washes by desensitizing feelings of disgust.” |
