The Role of Connectedness in Pro-Environmental Consumption of Fashionable Commodities

A call for human-nature reconnection echoes among scholars to move consumers towards pro-environmental consumption. When addressing products that are deeply entangled with unconscious human desires and addictive behaviour and that are also part of one of the most toxic industries-such as fashionables-the need for consumer awareness is key. Studies both on connectedness to nature and moral emotions like guilt have consistently shown linkages with pro-environmental behaviour. However, deeper scrutiny regarding this pro-environmental behaviour is needed to grasp these variables' sphere of action. This research aims to explore the first linkages between connectedness and pro-environmental consumption. We present findings from a literature review on the impact of connectedness in consumption, particularly fashionables, following an integrative approach of a semi-systematic keyword search and snowball sampling. We present a first indication of possible drivers for connectedness and their impact on pro-environmental choices.