Image discrepancies: motivators for sustainable practices in the hair-dressing industry
Image discrepancies: motivators for sustainable practices in the hair-dressing industry
This study explores image discrepancies as motivators for sustainable practice adoption in the hairdressing industry. Textual responses from open-ended surveys (n =166) and semi-structured interviews (n =14) of UK hairdressers revealed discrepancies between their perceptions of the occupation’s current image and desired image and between how they viewed their occupation and how it was seen by their clients. These arose from the perception that hairdressing was undervalued and partially stigmatized, and currently failed to live up to sustainable, professional ideals. Our analysis showed that by engaging with sustainability concerns hairdressers could present themselves as experts helping to address societal issues through haircare, thus claiming a more prestigious occupational status/image. In doing so, we shed light on image discrepancies as motivating factors towards sustainable practice. This study also has practical implications for how to motivate ethical and sustainable practices in SMEs, with implications for individuals, businesses, and broader society.
Image Motivation, Occupational Image Discrepancies, Sustainable, Small and Medium Enterprises, SMEs, hair, hairdressers, sustainable business, sustainable motivation, professional identity
Baden, Denise A.
daad83b9-c537-4d3c-bab6-548b841f23b5
Horton, Kate E.
abf85b51-a75a-4fc5-93b9-253aee3ca7f9
Peel, Jordan D.
6ea230b3-3022-459e-be2c-5e9d6de509a7
12 September 2024
Baden, Denise A.
daad83b9-c537-4d3c-bab6-548b841f23b5
Horton, Kate E.
abf85b51-a75a-4fc5-93b9-253aee3ca7f9
Peel, Jordan D.
6ea230b3-3022-459e-be2c-5e9d6de509a7
Baden, Denise A., Horton, Kate E. and Peel, Jordan D.
(2024)
Image discrepancies: motivators for sustainable practices in the hair-dressing industry.
Highlights of Sustainability, 3 (3).
(doi:10.54175/hsustain3030019).
Abstract
This study explores image discrepancies as motivators for sustainable practice adoption in the hairdressing industry. Textual responses from open-ended surveys (n =166) and semi-structured interviews (n =14) of UK hairdressers revealed discrepancies between their perceptions of the occupation’s current image and desired image and between how they viewed their occupation and how it was seen by their clients. These arose from the perception that hairdressing was undervalued and partially stigmatized, and currently failed to live up to sustainable, professional ideals. Our analysis showed that by engaging with sustainability concerns hairdressers could present themselves as experts helping to address societal issues through haircare, thus claiming a more prestigious occupational status/image. In doing so, we shed light on image discrepancies as motivating factors towards sustainable practice. This study also has practical implications for how to motivate ethical and sustainable practices in SMEs, with implications for individuals, businesses, and broader society.
Text
image discrepancies motivators for sustianble practices in the hairdressing industry
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More information
Accepted/In Press date: 30 August 2024
Published date: 12 September 2024
Keywords:
Image Motivation, Occupational Image Discrepancies, Sustainable, Small and Medium Enterprises, SMEs, hair, hairdressers, sustainable business, sustainable motivation, professional identity
Identifiers
Local EPrints ID: 494523
URI: http://eprints.soton.ac.uk/id/eprint/494523
ISSN: 2696-628X
PURE UUID: 72cb8fbc-c6e9-4d51-bb68-5709f091ddef
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Date deposited: 10 Oct 2024 16:32
Last modified: 11 Oct 2024 01:35
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Author:
Kate E. Horton
Author:
Jordan D. Peel
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