Most people today would lean towards environmentally friendly life choices, but not at the expense of being clean. When it comes to our washing habits, the fear of being perceived as dirty often wins out over the desire to act in an environmentally friendly way. And the more inclined we are to feel disgusted, the more we wash our clothes. This is shown by a unique study that examines the driving forces behind our laundering behaviours and provides new tools for how people's environmental impact can be reduced.
