Born out of Necessity: Exploring Sustainable Apparel Consumption as a Response to the Economic Threat of Inflation

As the economies of countries across the world seek to rebound from the disruptions of the COVID-19 pandemic, many consumers are facing unprecedented levels of inflation. The purpose of this study was to investigate the extent to which rising inflation and declining purchasing power, coupled with increases in the cost of goods, lead to sustainable consumption behavior, specifically regarding apparel. Using a qualitative approach, in-depth interviews were conducted with Iranian female consumers who self-identified as having a high level of involvement with and interest in apparel products. Positioning inflation as an economic threat, findings indicate that participants formed new consumption habits that allowed them to adapt to the threat, including focusing on caring for already owned products and buying the domestic apparel brands increasingly offered within the market. However, at the same time, participants sought to maintain a focus on their appearance, despite higher costs, in order to adhere to social expectations and cultural norms, thereby providing them further motivation to adapt to the threat. Further research on the role of inflation in shaping sustainable consumption behaviors is needed, as it would provide greater insight into the ways consumers and markets adapt to economic uncertainty.