Sustainable consumer behavior under scrutiny in a new podcast with SORTED leader Marijke Leliveld
Marijke Leliveld, Aletta Jacobs Professor of Consumer Ethics at the University of Groningen and one of the leaders within the SORTED project, was recently a guest on the podcast series In Science.
In the episode ‘Sustainable Consumer Behavior in Times of Fast Fashion’ (link), she addresses the tension between fast fashion, low prices, and the necessity for more sustainable choices.
The podcast shows that the transition to a circular textile chain is not only a technical challenge but, above all, a social and moral one.
The role of the consumer in a fast fashion world
In the conversation, Leliveld discusses how fast fashion drives consumer behavior: clothing is cheap, trends change quickly, and impulse buying is the norm.
This leads to a large amount of clothing that is rarely worn and quickly discarded. According to Leliveld, it is important to view this behavior not only from an economic or environmental perspective but also from an ethical standpoint.
Consumers make daily choices that impact people and the environment, often without being aware of it.
From guilt to behavioral change
An important theme in the podcast is the question of how to get people changing their minds without falling into guilt or accusation.
Leliveld emphasizes that moralizing messages often backfire. It is more effective to make sustainable choices feasible, attractive, and discussable.
By having open conversations – with friends, colleagues, or within families – new social norms can emerge around clothing use, reuse, and the disposal of textiles.
Connection with SORTED and the textile chain of the future
The insights from the podcast closely align with the SORTED project, which works on a circular textile chain in Northern Netherlands.
In addition to innovations in sorting, recycling, and design, consumer behavior plays a crucial role. Leliveld shows that system change only succeeds when technological solutions go hand in hand with behavioral change.
The podcast underscores the core message of SORTED: we create the textile chain of the future together – from producer to consumer.
