Eco-Clothing, Consumer Identity and Ideology

This paper aims to contribute to a better understanding of eco-fashion consumption and consumer purchase decisions while constructing one's self with external symbols, such as appearance, clothing and fashion items. This study approaches sustainable clothing from a grounding in design research and the meanings of material culture. The study uses sociology and social psychology; hence, the meaning of appearance and especially clothing and fashion is understood in a social context. This paper also takes an interdisciplinary approach to eco-clothes as cultural and design objects in a social and sustainable development context, objects that intertwine consumers' ethical attitudes and values and how they construct a concept of 'self' using external symbols. Copyright (C) 2010 John Wiley & Sons, Ltd and ERP Environment.