CREATING ADDICTIVE BEHAVIOR TO ENHANCE SUSTAINABLE FASHION CONSUMPTION: A BEHAVIORAL PSYCHOLOGY APPROACH

Abstract

The fashion industry faces a critical sustainability challenge, with fast fashion contributing significantly to environmental degradation and social inequity. This research explores how behavioral psychology principles, habit formation mechanisms, and gamification strategies can be leveraged to create engaging, potentially addictive behaviors that promote sustainable fashion consumption. Drawing on recent research, we examine the psychological drivers of consumer behavior, the attitude-behavior gap in sustainable consumption, and innovative interventions including nudging, choice architecture, and eco-gamification platforms. Key findings indicate that gamification elements such as progress tracking, rewards systems, and social competition can effectively engage consumers in sustainable practices. However, the application of addictive design patterns raises important ethical considerations regarding consumer autonomy and transparency. This article provides a comprehensive framework for designing behavioral interventions that balance effectiveness with ethical responsibility, offering practical applications for fashion brands, policymakers, and digital platform designers seeking to promote circular economy practices in the textile and clothing sector.