Consumer Behavior

Encouraging the Adoption of Preferred Laundry Behaviors to Reduce the Environmental Impact: Developing a Conceptual Framework

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Abstract

Household laundry has a substantial environmental footprint, accounting for 8% of household carbon emissions, 90% of microplastic pollution, and consuming nearly 50 liters of water per load. Despite this significant impact, research on laundry consumption remains fragmented, with limited understanding of which practices are least environmentally damaging and how to encourage sustainable behaviors. This study developed a comprehensive conceptual framework synthesizing sustainable consumption literature with laundry practice research. Following MacInnis' (2011) integration guidelines, we conducted a 20-year literature review identifying four preferred laundry behaviors (PLBs): lowering washing temperature, reducing dryer usage, reducing washing frequency, and increasing garment wears between washes. The SHIFT framework's five psychological factors were mapped to laundry decision-making as drivers for PLB adoption. This framework represents the first application of SHIFT theory to clothing care, bridges two research streams, and uniquely incorporates personal benefits (cost and time savings) alongside environmental benefits to enhance consumer motivation.

Keywords: laundry behavior, household laundry consumption, sustainable laundry practices, SHIFT psychological factors

How to Cite:

Singh, K. & Karpova, E. E., (2025) “Encouraging the Adoption of Preferred Laundry Behaviors to Reduce the Environmental Impact: Developing a Conceptual Framework”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21993