HKUST PPOL Newsletter Spring 2023

24 Research Showcase Environmental Policy and Sustainability Iran, S., Martinez, C. M. J., Vladimirova, K., Wallaschkowski, S., Diddi, S., Henninger, C. E., Helen McCormick, Kira Matus, Meike Sauerwein, Renu Singh, Loredana Tiedke, (2022). When Mortality Knocks: Pandemic-Inspired Attitude Shifts towards Ssustainable Clothing Consumption in Six Countries. due to the COVID-19 Pandemic has impacted consumers’ attitudes toward fashion and consumption practices, using terror management theory across six different countries, from the Middle East, Southeast Asia, Europe, and North America. A structured qualitative study with closed, open-ended, and multiplechoice questions was completed by a sample of consumers (N = 3748) across these countries. Among all participants, one-third reported that the pandemic had affected their attitude toward clothing and this study was mainly conducted to investigate the nature of those attitude changes. Qualitative analysis identified his paper studies how the change and disruption of the routine lives of citizens globally T patterns of change in consumers’ attitudes towards clothing (e.g., minimalism, grateful mindset, conscious mindset, decreased fashion desire, longevity, and style confidence), which reveal the potential for a lasting shift towards more sustainable consumption patterns. The results of this study highlight valuable managerial implications that the industry needs to respond to this shift in consumers’ attitudes and move towards more sustainable business models and processes. These results are also relevant for predicting future consumption patterns, especially considering that pandemics may become a more regular part of life. International Journal of Sustainable Fashion & Textiles, 1(1), 9-39. Attitudes towards sustainable clothing consumption before the pandemic (*reverse items). Changes in attitude toward clothing during the pandemic