EP.4 The Hidden Psychology Behind Our Fashion Choices with Carolyn Mair, PhD

Jul 2

Written By The Sustainable Fashion Forum

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How does psychology shape fashion trends and influence our shopping habits?

In this episode, we explore the psychology of consumer behavior with Carolyn Mair, PhD, and uncover the hidden factors behind our fashion choices. We discuss how cognitive psychology influences consumer behavior, the allure of fast fashion, and why it has more success using psychological triggers in its marketing than sustainable brands.

We delve into the broader impact of fashion on our identity and social interactions, offering insights into how sustainable brands can better communicate and connect with consumers.

Join us for a crash course in understanding consumer psychology and how it can drive more ethical and sustainable practices in the fashion industry and beyond.

Mentioned in the Episode:

RSVP for the Psychology of Overconsumption with Patagonia HERE
Become an SFF Insider HERE

Short on Time?:

08:43 The connection between psychology and fashion.
11:38 How fashion impacts consumer behavior.
14:40 How psychology can help us understand consumer behavior.
16:13 How marketers utilize psychology in their marketing strategies.
22:13 Is fashion today truly about self-expression, or is it more about fitting in and social signaling?
30:51 How fast fashion brands influence purchasing decisions
33:08 How sustainable brands use psychological triggers to get people to buy.
40:35 What is it about luxury that people are OK with exclusivity vs sustainable fashion?
47:43 Strategies for educating consumers about the social and environmental impact of clothing.
58:55 What the fashion industry needs to focus on from a behavioral science POV.
1:02:03 Takeaways for sustainability-focused brands.