Consumers’ washing habits are constantly changing and are influenced by social, cultural and moral norms (Laitala, Boks, & Klepp, 2011). A large portion of clothing is washed purely habitually rather than as a result of examining the level of soiling first (Klepp, 2003). It is a common notion among consumers that clothing items that have been in contact with the skin should be washed after each use. Life cycle assessment studies on clothes, detergents and washing machines show that the use period of clothes is usually the most energy-demanding period during these products’ life cycle, and is even higher than production or transportation phases.</p
