Think twice : an intervention strategy to reduce personal clothing consumption

This study reports the effectiveness of a theory-driven Internet based intervention aiming at reducing participants’ (N = 415) clothing purchases. An information-only intervention and a combination of information, goal setting, goal feedback, commitment, and self-regulatory strategies was applied in four different experimental conditions, including a passive control group. At a 1-month post-test, only participants in the combined intervention groups significantly reduced their clothing purchases compared to the control and information only group, on average by 58.59% for a condition with individual goal setting and by 46.82% for a condition with collective goal setting as compared to a 1-month pre-intervention period. At a 3-month follow up, consumers across all groups reduced their clothing purchases. We explore changes in mechanisms of action and their role for changes in clothing purchases. Specific goal setting, but not a general goal to reduce clothing consumption, and goal conflict were linked to changes in purchase behavior.