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Predictors of consumers' behaviour to recycle end-of-life garments in Australia

Esther Oluwadamilola Olufemi Rotimi (Department of Management and Marketing, Swinburne University of Technology, Hawthorn, Australia)
Lester W. Johnson (Department of Management and Marketing, Swinburne University of Technology, Hawthorn, Australia)
Hassan Kalantari Daronkola (Department of Management and Marketing, Swinburne University of Technology, Hawthorn, Australia)
Cheree Topple (Department of Management and Marketing, Swinburne University of Technology, Hawthorn, Australia)
John Hopkins (Department of Business Technology and Entrepreneurship, Swinburne University of Technology, Hawthorn, Australia)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 15 February 2023

Issue publication date: 23 March 2023

1208

Abstract

Purpose

The purpose of this study is to apply and extend the predictors within the theory of planned behaviour (TPB) to understand consumers' behaviour toward recycling end-of-life garments among Australian consumers. The predictors explored within this study include attitude, perceived behavioural control, subjective norms, self-identity, general recycling behaviour eco-literacy, self-efficacy, intentions to recycle and behaviour to recycle end-of-life garments.

Design/methodology/approach

Data were collected from a sample of consumers across all eight recognised states/territories in Australia through survey questionnaires. A total of 481 usable responses were analysed using structural equation modelling.

Findings

Results show positive relationships between the factors explored with all hypotheses supported. The findings of this study have theoretical and managerial implications. They (1) provide an insight into the significant factors that influence consumers' recycling behaviour amongst Australian fashion consumers; (2) bridge the gap in the explanatory nature of TPB by extending this theory; (3) call to develop marketing campaigns to educate consumers on the impact of fashion waste; (4) suggest the need for provision of household textile collection bins at a national level and (5) highlight the need for policy reform on garment recycling enabled by the Australian government.

Originality/value

This study is part of the limited studies that focus on the recycling of consumer fashion waste within the Australian context. Little research has also applied the TPB to end-of-life fashion products with a focus on recycling. In addition, no study to the authors' knowledge has, in combination, explored self-efficacy, self-identity, general recycling behaviour and eco-literacy as predictors of intentions to recycle end-of-life garments.

Keywords

Acknowledgements

Funding: This work was supported by the Australian Government Research Training Program Scholarship.

Citation

Rotimi, E.O.O., Johnson, L.W., Kalantari Daronkola, H., Topple, C. and Hopkins, J. (2023), "Predictors of consumers' behaviour to recycle end-of-life garments in Australia", Journal of Fashion Marketing and Management, Vol. 27 No. 2, pp. 262-286. https://doi.org/10.1108/JFMM-06-2022-0125

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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