2025

Kamran, Sohail; Uusitalo, Outi; Rahman, Saleem Ur

This study explores the consequences of low-income consumers clothing choices in a developing country context. The participants encountered both stigma and inclusion due to their clothing choices. Both stigma and inclusion occurred at institutional, family, social network and societal levels and sourced them mixed consequences. The study aims to offer several implications for economical and sustainable clothing options for low-income consumers of developing countries.