{"id":79444,"date":"2025-06-21T22:24:26","date_gmt":"2025-06-21T21:24:26","guid":{"rendered":"https:\/\/blogs.tees.ac.uk\/environment\/?p=79444"},"modified":"2025-09-30T21:14:01","modified_gmt":"2025-09-30T20:14:01","slug":"new-publication-tackling-microfibre-pollution-through-consumer-behaviour-insights-from-msc-research","status":"publish","type":"post","link":"https:\/\/blogs.tees.ac.uk\/environment\/2025\/06\/21\/new-publication-tackling-microfibre-pollution-through-consumer-behaviour-insights-from-msc-research\/","title":{"rendered":"New Publication: Tackling Microfibre Pollution Through Consumer Behaviour\u2014Insights from MSc Research"},"content":{"rendered":"<p data-start=\"234\" data-end=\"542\">We are proud to share that our MSc Environmental Management student, <strong data-start=\"303\" data-end=\"330\">Babatunde Oluwadamilola<\/strong>, has published a peer-reviewed article titled <em data-start=\"377\" data-end=\"484\">\u201cBeyond fast fashion: consumer behavior, microfibre pollution, and sustainable fashion choices in the UK\u201d<\/em> in the <strong data-start=\"492\" data-end=\"541\">Journal of Environmental Studies and Sciences (Springer Nature).<\/strong><\/p>\n<p data-start=\"544\" data-end=\"778\">This timely and policy-relevant study explores the often-overlooked issue of <strong data-start=\"621\" data-end=\"671\">microfibre pollution from the fashion industry<\/strong>, shedding light on how UK consumers perceive and respond to the environmental impacts of clothing choices.<\/p>\n<p data-start=\"780\" data-end=\"1051\">Drawing on the <strong data-start=\"795\" data-end=\"832\">Theory of Planned Behaviour (TPB)<\/strong>, extended with variables such as <strong data-start=\"866\" data-end=\"908\">mitigation strategies, age, and income<\/strong>, the research analysed survey data from 350 UK participants using <strong data-start=\"975\" data-end=\"1028\">multinomial logistic regression and path analysis<\/strong>. The study found that:<\/p>\n<ul data-start=\"1053\" data-end=\"1574\">\n<li data-start=\"1053\" data-end=\"1182\">\n<p data-start=\"1055\" data-end=\"1182\"><strong data-start=\"1055\" data-end=\"1088\">Perceived behavioural control<\/strong> was the strongest predictor of intention to adopt sustainable fashion practices (\u03b2\u2009=\u20090.67),<\/p>\n<\/li>\n<li data-start=\"1183\" data-end=\"1260\">\n<p data-start=\"1185\" data-end=\"1260\">Followed by <strong data-start=\"1197\" data-end=\"1217\">subjective norms<\/strong> (\u03b2\u2009=\u20090.54) and <strong data-start=\"1233\" data-end=\"1246\">attitudes<\/strong> (\u03b2\u2009=\u20090.28),<\/p>\n<\/li>\n<li data-start=\"1261\" data-end=\"1415\">\n<p data-start=\"1263\" data-end=\"1415\"><strong data-start=\"1263\" data-end=\"1288\">Mitigation strategies<\/strong>\u2014including eco-labelling and public awareness campaigns\u2014boosted these predictors significantly, both directly and indirectly,<\/p>\n<\/li>\n<li data-start=\"1416\" data-end=\"1574\">\n<p data-start=\"1418\" data-end=\"1574\"><strong data-start=\"1418\" data-end=\"1436\">Age and income<\/strong> further shaped the effectiveness of these drivers, with older and higher-income consumers showing stronger pro-sustainability intentions.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1576\" data-end=\"1776\">This research contributes important insights into the behavioural dimensions of environmental sustainability and provides <strong data-start=\"1698\" data-end=\"1775\">evidence-based guidance for reducing fashion-related microfibre pollution<\/strong>.<\/p>\n<p data-start=\"1778\" data-end=\"1917\">We congratulate Oluwadamilola on this achievement, which exemplifies the impact and real-world relevance of student research in our department.<\/p>\n<p data-start=\"1919\" data-end=\"2078\">\ud83d\udd17 <strong data-start=\"1922\" data-end=\"1952\">Read the full article here<\/strong>: <a class=\"\" href=\"https:\/\/link.springer.com\/article\/10.1007\/s13412-025-01028-1\" target=\"_new\" rel=\"noopener\" data-start=\"1954\" data-end=\"2078\">https:\/\/link.springer.com\/article\/10.1007\/s13412-025-01028-1<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We are proud to share that our MSc Environmental Management student, Babatunde Oluwadamilola, has published a peer-reviewed article titled \u201cBeyond fast fashion: consumer behavior, microfibre pollution, and sustainable fashion choices in the UK\u201d in the&hellip; <a href=\"https:\/\/blogs.tees.ac.uk\/environment\/2025\/06\/21\/new-publication-tackling-microfibre-pollution-through-consumer-behaviour-insights-from-msc-research\/\">More<\/a><\/p>\n","protected":false},"author":25255,"featured_media":79445,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[1],"tags":[],"jetpack_featured_media_url":"https:\/\/blogs.tees.ac.uk\/environment\/files\/2025\/06\/AdobeStock_229711772-Converted-1024x939-1.png","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/posts\/79444"}],"collection":[{"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/users\/25255"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/comments?post=79444"}],"version-history":[{"count":5,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/posts\/79444\/revisions"}],"predecessor-version":[{"id":79506,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/posts\/79444\/revisions\/79506"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/media\/79445"}],"wp:attachment":[{"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/media?parent=79444"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/categories?post=79444"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.tees.ac.uk\/environment\/wp-json\/wp\/v2\/tags?post=79444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}