Abstract
The amount of laundry washed by European consumers has grown excessively for reasons that cannot be explained by demographics alone. Initiatives trying to curb this trend have repeatedly failed. Previous studies have largely overlooked the psychological dimensions of laundering behaviour. In three separate studies we investigate how disgust, shame, cleanliness norms and environmental identity, mediated through a set of preceding behaviours, affect washing frequency. Our results highlight how conflicting psychological goals between disgust sensitivity and pro-environmental identity can undermine willingness to change laundry behaviour. Policy recommendations are suggested, and future research challenges are discussed.