Alaa Aldoh is a postdoctoral researcher at the University of Amsterdam where she studies social norms, behaviour change, and sustainability communication. Her current research focuses on developing circular recycling pathways for cotton-polyester textile waste, exploring ways to redirect consumer behaviour away from linear, extractive systems.
Her work uses qualitative and quantitative methods to understand attitudes towards clothing waste, what drives recycling behaviour, and how to keep unwanted clothes out of landfills. On the consumption side, she explores people’s attitudes towards recycled clothes, as well as what shapes willingness to pay for recycled goods even when they cost more. She models attitudes as interconnected networks, capturing how psychological, social, and contextual factors shape decision-making together.
