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Shop smarter, not harder. How gentle messaging can help the planet more than tough talk

By Jasmine Mohsen, Doctoral Researcher in Consumer Psychology and Consumer Behaviour, University of Leeds

Fast fashion is booming, but so is its environmental toll. With up to 10% of global carbon emissions linked to the industry, the over-consumption of cheap clothing has made sustainability campaigns more vital than ever. Yet, even as awareness of fast fashion’s environmental harm grows, many consumers remain resistant to changing their shopping habits.

My recent research…

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