Dr. Carolyn Mair
Affiliation: London College of Fashion, University of the Arts London
I’m interested in the psychology underpinning sustainable behaviour, whether that acts as a barrier or a driver of change. I speak on behaviour change, consumer behaviour, and the psychological factors that shape how people buy, use, value and dispose of clothing. My research explores the complex relationship between individuals, businesses and wider systems, recognising that sustainability is influenced by identity, emotion, social norms, habits and organisational culture as much as by information.
I advocate psychologically informed approaches that help bridge the gap between intentions and action, supporting more sustainable decision-making across the fashion industry and among consumers.