Marie Hebrok and Ingun Grimstad Klepp Abstract In this article, we explore in what ways consumers’ preconceptions of wool influence their ability to recognize it as a fabric. Do we know that it is wool…
The material is not just ‘a carrier of different types of symbols, but an active element in the practices. Bringing this to the fore requires new research methods. This article discusses a methodological approach, we…
Consumer decisions on clothing disposal are important from an environmental point of view, as they have an effect on the lifespan of clothing, as well as the potential for reuse and recycling. This article summarizes…
Consumer research deals with the acquisition, use and disposal of goods and services. Our workplace, SIFO, the National Institute for Consumer Research in Norway, dates back to the 1930s, when home economics and testing of…
In Norway, there is a broad consensus that experiencing nature and performing physical activities outdoors is healthy, important and typical Norwegian. The Norwegian explorer Fridtjof Nansen’s expression ‘simple outdoor life’ is a great national symbol.…
Wool has been called the white gold and has warmed and brought joy to the Norwegian population throughout history. It is also a textile fibre with many unused features. The starting point of the project…
Many life cycle assessment studies document that the use period is the most resource-demanding phase during the clothing life cycle. In this paper, we discuss how design can help to reduce the environmental impacts of…
The article presents the results of two succeeding Norwegian studies on the environmental impacts of leisure consumption. The first study presents data on the total consumption of leisure products and services by Norwegians, showing that…
me other faster drying materials have. Therefore wool can hold lot of moisture before feeling wet. Due to wool’s potential to shrink in wash, the challenge has been how to wash wool to get it…
Today’s clothing industry is based on a system where clothes are made in ready-to-wear sizes and meant to fit most people. Studies have pointed out that consumers are discontent with the use of these systems:…
Life cycle assessment studies on clothes, detergents and washing machines show that the use period is usually the most energy-demanding period during these products’ life cycle, even higher than production or transportation phases. Laundering practices…
This article discusses the similarities and differences in how women in two different stages of life describe the relationship between fashion and age. The analytical approach is basically discursive, based on Norwegian teenage girls’ and…