Strong gap between motivation to act green and the impact of clothing consumption

What psychological factors make us act green? Classic scientific models identified the psychological predictors of pro-environment behavior, like our attitudes and personal norms. A new study now questions the link between these predictors and actual environmental impact for clothing. The study exposes a strong gap between our motivation to act green and the impact of our clothing consumption. This study could influence how we measure pro-environmental behavior and design communications and interventions. The results are published in Nature Sustainability.

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