Proactive Fashion Design for Sustainable Consumption

This article presents a study that investigates product satisfaction in the context of\nclothing. The paper furthermore presents suggestions on how this knowledge can be\nused to create proactive fashion design for sustainable consumption. One of the main\nchallenges in today’s consumer society is how to design products that encourage\nconsumers to engage in more environmentally responsible behaviour, sustainable\nconsumption. This paper opens the discussion on how to change current unsustainable\nconsumption behaviour related to clothing through a visionary, far-sighted design\napproach. Designers can create future-oriented sustainable designs that can transform\nconsumption patterns towards more sustainable ones. Design for sustainability can\nthus be a redirective practice that aims for sustainable consumption, and the ways in\nwhich fashion design can be a proactive process with this aim will be described.\nThis article shows why emotional satisfaction and enhancing a product’s quality and\nother intrinsic characteristics are most important when attempting to extend the\nproduct’s lifetime. Furthermore, this paper shows that services can create an opportunity\nto extend the enjoyable use of a product and offer satisfaction to consumers in a\nsustainable manner.