Smell and Sustainability: Can Odour Shorten the Life Span of Clothing?

Scholars investigating the longevity of clothing have examined clothing attributes that enhance garment attachment. Deepening consumer satisfaction with clothing items is paramount in order to extend the life span of clothes. Kirsi Niinimäki and colleagues argue that a positive or pleasurable use experience deepens attachment to clothing items making it less likely that desirable clothing items will be discarded, thereby decreasing the likelihood of such clothing items ending up in landfills or incinerated. As part of the multi-sensorial experience of wearing clothing, odour can play a significant role, although it is more likely to mar the experience resulting in a negative-use experience and consumer dissatisfaction. The impact odour has on sustainable behaviour, particularly as it relates to when and how a consumer chooses to dispose of their clothing has not been previously examined. As such, this article draws upon focus-group and survey data from Canadian consumers exploring the impact that the development of unpleasant odours within clothing has on their satisfaction with clothing. The results indicate how odour perception impacts consumer behaviour relating to future clothing purchases as well as post-purchase practices as it pertains to the end of a garment’s life cycle. More specifically, a negative use experience typically culminated in premature disposal of the clothing item, ultimately with the odorous clothing item being designated to the trash, impeding sustainability efforts.