Escaping the Fast Fashion Trap: Achieving True Happiness Through Reduced Consumption

A recent study from the University of Vaasa in Finland indicates that reducing clothing purchases and extending the usage period of existing clothes are linked to subjective well-being and a positive body image. The study suggests that appeals to self-interest, such as "benefiting oneself," are more effective than environmental appeals in changing behavior. The key mechanism is the reduction of upward comparisons induced by social media and advertisements, which improves self-esteem. On social media, goals like "not buying new" and sharing repairs and alterations are gaining support, while concerns about "buying more" second-hand clothes and price and size inclusivity are also rising. Companies should focus on guarantees, repairs, and size designs based on long-term use, while policies should support individual practices through advertising regulations and extended producer responsibility. Happiness resides not in the "frequency of new releases" but in the "depth of attachment"—this is the message of the study.