Vesterinen Essi

The current efforts to combat over-consumption by appealing on peoples altruism and morality, to consume less even if it would lower the standard of living, have hardly resulted in nothing but climate anxiety and flight shame. This strategy won’t work, because a human being is selfish. Hence, by using fashion industry as an example, this research explores the possibility of using subjective well-being as an egoistic driver to boost change from over-consumption to anti-consumption.