Clothbummums: Unpacking Consumers’ Green Engagement with Cloth Nappies
(2025)
Presentation / Conference Contribution
McFarlane, A., & Kawaf, F. (2025, July). Clothbummums: Unpacking Consumers’ Green Engagement with Cloth Nappies. Paper presented at Academy of Marketing, Cork, Ireland
This research investigates consumers’ green engagement with cloth nappies amid the challenges of early parenthood. This qualitative study utilised visual diaries and online focus groups with 27 users within the Instagram community #clothbummums. Find... Read More about Clothbummums: Unpacking Consumers’ Green Engagement with Cloth Nappies.