Happiness is not found in fast fashion—reducing consumption can improve body image and well-being

15:57 - 14 Oct 2025

According to a doctoral dissertation at the University of Vaasa, appealing to personal well-being is a more effective way to reduce clothing consumption than invoking environmental concerns. Essi Vesterinen's research in marketing reveals that extending the lifespan of clothes is linked to better subjective well-being and a more positive body image.