Studies show: If 25 percent of consumers: Inside change their behavior, this can be enough to establish new rules. This could also apply to the fashion industry.
The message of Mirella Soyer, professor of behavior for circular transitions at the Rotterdam University of Applied Sciences Circular economy We need behavioral changes.
The European Union is aiming for a circular economy by 2050. This is an economic system in which products, materials and raw materials are reused, repaired or recycled as long as possible. The aim is to minimize waste and drastically reduce the need for new raw materials.
This can be done in Soyer’s publication “Draaien aan Circulair – Positieve Kantelpunten in the Transitie Naar Een Circulaire Toekomst” [Umkehrung des Kreislaufverhaltens – Positive Wendepunkte beim Übergang in eine zirkuläre Zukunft] be read.
The publication “Draaien aan Circulair Downtied – Positieve Kantelpunten in the Transitie Naar Een Circulaire Toekomst” [Umkehrung des Kreislaufverhaltens – Positive Wendepunkte beim Übergang in eine zirkuläre Zukunft] From Mirella Soyer appeared last February and can continue to be read via the website of the Business Innovation University / Knowledge Center. The English book follows later.
Or copy this link to your browser: https://www.heschoolrotterdam.nl/onderzoek/Projecten-en-publicaties/pub/draaien-aan-circulair-trag-positieveveve-kantel/A6490-2BFB-8AE7-179CB2F585CE/
Soyer has developed a new model that combines existing knowledge of sustainability and change in behavior. It explains that companies can use the model to promote circular behavior – both within and outside of the organization.
Specifically, the transcirmular behavioral model consists of four stages:
1. The R conductor
The R-Manager (Reduce, Reuse, Recycle) forms the basis. The model helps to determine which concrete circular behavior is desirable-for example, sustainable fashion (or refusal (refuse) non-sustainable textiles). “After that, the interventions can be developed.”
2. The physical environment Refers to everything in the direct, tangible environment that influences behavior. (Think of accessibility, technology, affordability, availability, etc.).
Example: If more sustainable fashion items are difficult to find or are more expensive, the likelihood of people will choose for them.
3. The social environment With what is considered desirable, acceptable or attractive – and thus represents an effective means of promoting circular behavior. Think of the use of social media such as TikTok and influencers: inside, rewards and sanctions.
4. The mental environment Is about beliefs, emotions and values. “Facts alone rarely convince,” says Soyer. Communication that appeals to people emotionally leads to action.
According to the researcher, the interventions work best if they are well coordinated.
The reality in the fashion industry
The transformation of the textile industry is slowly. Political programs such as “Circular Textiles 2025-2030” are ambitious, but a lot has to happen. The current extended manufacturer’s responsibility (EPR) obliges manufacturing companies to be responsible, but in practice, recycling is still limited and reuse is difficult.
Only a fraction of the old textiles are processed into new fibers again and recycled polyester is often emanated Plastic bottles Instead of old clothes. Fiber-to-fiber recycling is expensive and complex. “Projects like Fibre town are innovative and promising, but for a large -scale application, investor are needed: inside, and they are reserved. “
The reuse of textiles is also associated with obstacles. Textile collecting companies indicate to be under great pressure. The mountain of textile waste is growing, but the quality of the clothes cast decreases. The sorting and processing costs rise while sales markets shrink.
Consuming behavior and new norms
In the textile program already mentioned, the goal is also formulated that in 2030 we buy a maximum of 35 clothing per year and 25 percent of them secondhand. “The national wardrobe audit, a still ongoing study on our wardrobes, shows that we are still far away. Even conscious consumers: Inside, the desired wardrobe standard exceeds due to the rebound effect (so the purchase of second-hand clothing or Clothing rental rental more sustainable be, but sometimes also lead to higher consumption). “
“A colleague from the sustainable shoe industry recently said that we have to get used to the thought that things wear out,” says Soyer. “Nevertheless, people often combine wear with loss. What if we look at it from the perspective of autonomy instead: the awareness that we ourselves influence on the Lifespan of our things have? Not only by washing and drying, but above all through care and repair.. ” That could do that right away our buying frenzy Brakes.
Opportunities and challenges
According to Soyer, second-hand sales in retail are growing, but is not always profitable. The expectation of low prices ensures strong competition Ultra Fast fashionin particular From China.
“At the side of the manufactures, it is significant that when we talk about sustainable fashion brands, the same names have been mentioned for years: Mud Jeans, The New Optimist and Joline Jolink,” said Soyer. “Many of these circular fashion brands have difficulties growing – or consciously decide against it.” We need large chains like H&M and Zara. “But commercial interests and the pressure of shareholders: inside represent an obstacle,” explains the professor. “In addition, the development of alternative business models requires completely different knowledge and skills.”
Bever Sport is a retail company that has made this practical. The outdoor dealer offers rental, buyback and repair services. “But the sale of new articles remains the most important sales provider for the time being,” emphasizes Soyer.
conclusion
The way to circular fashion is complex, but not impossible. Soyer emphasizes the importance of action. “Many small actions make a big difference together.”
Sources:
– Interview Mirella Soyer, professor of behavior for circular transitions and psychologist with expertise in sustainability on March 19, 2024.
– Previously published background items from the author (see “Read also”).
– A AI tool was used as writing aid.
This article previously appeared on Fashionunited.nl and was used with digital tools translated.
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