Positive spillover occurs when changes in one behaviour influence changes in subsequent behaviours. Evidence for such spillover and an understanding of when and how it may occur is still limited. This paper presents findings of a one year longitudinal behaviour change project led by a commercial retailer in the UK & Ireland to examine behaviour change and potential spillover of pro-environmental behaviour, and how this may be associated with changes in environmental identity and perceptions of ease and affordability as well (...) as perceptions of how participation in the project has helped support behaviour change. We draw on both quantitative and qualitative. Study 1 examines quantitative data from the experimental and a matched control group. Study 2 reports qualitative findings from a follow up interview study with participants of the experimental group. As expected, we found significant changes in reported pro-environmental behaviour and identity in the experimental group as well as some indications of behavioural spillover. These changes were not significantly associated with changes in environmental identity. The interviews suggested that group dynamics played an important role in facilitating a sense of efficacy and promote sustained behaviour change and spillover. Moreover, the support by a trusted entity was deemed to be of crucial importance. (shrink)

A growing number of small fashion entrepreneurs seek to offer an alternative to the mainstream fashion industry, which, in its obsession with novelty and growth, often ignores the costs to society and the environment. There is a need to develop a deeper understanding of how these fashion entrepreneurs may be agents for change in their industry. Using rich data from an in-depth study of 27 UK-based entrepreneurs, we offer such analysis, drawing on a novel framework that combines MacIntyre’s virtue ethics (...) scheme and Jonas’s responsibility imperative. We identify key virtues—passionate commitment, authenticity, humility, sharing and empowering, and temperance—which shape the entrepreneurs’ practices in line with their accepted and perceived responsibility for sustainability. These virtues shape the entrepreneurial processes that seek an active negotiation and harmonisation of sustainability and the demands of business. In particular, we pay attention to the different ways in which fashion entrepreneurs take responsibility for sustainability which ranges from a ‘growth for impact’ strategy to staying small and seeking impact through influence and replication. Conclusions are drawn on conceptualising the varieties of ‘postgrowth entrepreneurship’ that aligns the virtues of a deep-rooted sense of responsibility with business goals. This shows what can be possible and prefigures an alternative fashion industry. (shrink)

A growing number of small fashion entrepreneurs seek to offer an alternative to the mainstream fashion industry, which, in its obsession with novelty and growth, often ignores the costs to society and the environment. There is a need to develop a deeper understanding of how these fashion entrepreneurs may be agents for change in their industry. Using rich data from an in-depth study of 27 UK-based entrepreneurs, we offer such analysis, drawing on a novel framework that combines MacIntyre’s virtue ethics (...) scheme and Jonas’s responsibility imperative. We identify key virtues—passionate commitment, authenticity, humility, sharing and empowering, and temperance—which shape the entrepreneurs’ practices in line with their accepted and perceived responsibility for sustainability. These virtues shape the entrepreneurial processes that seek an active negotiation and harmonisation of sustainability and the demands of business. In particular, we pay attention to the different ways in which fashion entrepreneurs take responsibility for sustainability which ranges from a ‘growth for impact’ strategy to staying small and seeking impact through influence and replication. Conclusions are drawn on conceptualising the varieties of ‘postgrowth entrepreneurship’ that aligns the virtues of a deep-rooted sense of responsibility with business goals. This shows what can be possible and prefigures an alternative fashion industry. (shrink)