Happiness is not found in fast fashion – reducing consumption improves body image and well-being

Essi Vesterinen's doctoral research shows that the sustainability problem in the clothing industry cannot be solved solely by circular economy practices or by appealing to people's environmental awareness. Since people are prone to maximising their own benefit, personal and egoistic motivators are needed to drive change.

The fast fashion industry and the constant marketing barrage create the illusion that happiness can be found in new purchases. Vesterinen's research turns this setup on its head.

– Constantly chasing new trends and comparing yourself to others creates a feeling of inadequacy. According to my research, happiness is not increased by constant variety, but by focusing on your own existing wardrobe and extending the lifespan of your clothes, says Vesterinen.

The consumer is constantly fed two conflicting messages: consume more for the sake of economic growth, but consume less for the sake of the environment. Vesterinen argues that a well-being-oriented approach offers a solution to this contradiction. When the motive for reducing consumption is intrinsic and aimed at one's own well-being, the change is more permanent.

Finding your own style strengthens a positive body image

One of the most surprising and interesting findings of the study is the connection between extending the use of clothes and a better body image. According to Vesterinen, this is explained by the reduction of social comparison.

– When you are constantly browsing new arrivals and social media influencers, you compare yourself and your own body to models and the ideal images created by marketing. This causes inadequacy. When you instead focus on your own style and look for clothes that really fit and that you like, you end up owning clothes that you feel good in. This improves self-esteem and how you feel in your own body, Vesterinen explains.

The research redefines sustainable clothing consumption: it is, above all, about buying less, extending use, and reducing waste. This slows down the entire consumption cycle. The results are beneficial not only to consumers but also to educators, political decision-makers, and new business models, such as repair and rental services.

Vesterinen also calls for legislative measures, such as the planned fast fashion law in France and restrictions on advertising, especially for children and young people.

– The entire problem cannot be left to individual responsibility. We need a framework created by society, within which it is easier for the consumer to act for their own well-being and, at the same time, for the benefit of the environment, she summarises.

Doctoral dissertation

Vesterinen, Essi (2025) Sustainable consumption does not have to be altruistic: Subjective well-being as a self-benefit driver of change towards sustainable anti-consumption of clothing. Acta Wasaensia 561. Doctoral dissertation. University of Vaasa.

Publication pdf

Public defence

The doctoral dissertation of Essi Vesterinen, M.Sc. (Econ.), M.A., "Sustainable consumption does not have to be altruistic - Subjective well-being as a self-benefit driver for change towards sustainable anti-consumption of clothing," will be publicly defended on Friday, 17 October, 2025, at 12:00 PM in the Kurtén Auditorium of the University of Vaasa.

It is also possible to follow the public defence via a remote connection: https://uwasa.zoom.us/j/61405831830?pwd=tdezofYZZcYQZcbYXDQWd6izOg0zJm.1 Password: 714104

The opponent at the event will be Professor Minna Autio (University of Helsinki) and the custos will be Associate Professor Henna Syrjälä.