Apparel is an essential aspect of our daily lives, but it comes with a high environmental cost. The production and disposal of clothing contribute to pollution, greenhouse gas emissions, and the depletion of natural resources. However, recycled clothing presents an opportunity to reduce the impact of the fashion industry on the environment. The fashion industry is a major contributor to both social and environmental issues, starting from the manufacturing process and ending with consumer disposal habits. Despite up to 95% of discarded clothing being reusable or recyclable, every year, about 150 million tons of apparel and footwear are sold worldwide, with 85% of them ending up in landfills or being incinerated. The lack of consumer awareness and inadequate infrastructures in many countries are key reasons for this. To tackle this issue, the industry needs to move away from the current linear "take-make-dispose" system. Many clothing brands have already adopted recycling and sustainability as their slogans, and new clothing technologies such as producing fibers from discarded materials, dyeing fabrics without water, and creating zero-waste patterns are providing innovative ways to ensure a clean and green environment. This study investigates the impact of environmental concerns, perceived value, personal norms, and willingness to pay on consumers' intentions to buy recycled clothing, providing valuable insights for recycled clothing marketers and filling a research gap in consumer behavior literature. By choosing recycled clothing, consumers can support sustainable production practices and contribute to a cleaner and healthier planet. Individuals can contribute positively to the environment by making conscientious choices when they make purchases.
Research Article
Sustainable Wardrobe: Recycled Clothing Towards Sustainability and Eco-Friendliness
https://doi.org/10.21203/rs.3.rs-4181489/v1
This work is licensed under a CC BY 4.0 License
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Recycled Clothing
Sustainable fashion
The apparel industry plays a significant role in the economic development of countries, contributing to their trade, employment and revenue generation. The textile industry has the potential to drive economic development impacting the improvement of living standards worldwide. The current fast fashion business model of the apparel industry, characterized by affordability, mass production, variety, and agility, has had a considerable impact on the quantity and speed of waste generation Navone, L et al., (2021). In recent decades, there has been a substantial rise in clothing production and consumption, driven by factors such as rapid population growth, increased global incomes, and improved living standards (Shirvanimoghaddam et al., 2020). Instead of focusing on how to align design and production with consumer needs and sustainability, the fashion industry often creates garments with a short lifespan, designed for rapid turnover and disposal, ultimately leading to quick profits (Kozlowski et al., 2018). This has resulted in a persistent and significant increase in textile waste, with a predominant portion of it ending up in landfills or incinerators (Mäkelä et al., 2020). Remarkably, less than 1% of the materials used to make clothing are recycled into new garments (MacArthur, 2017).
Textile waste generation can be classified into different categories based on its origin. These categories include pre-consumer waste, which is generated during the manufacturing process; post-consumer waste, which includes discarded clothing, accessories, and household textiles; and overproduction waste, which results from unsold or excess inventory. There are several drivers or factors that contribute to textile waste generation, including overproduction, fast fashion, poor quality or defective textiles, lack of awareness on sustainability, Lack of eco-friendly practices, no strict government rules, perception towards textiles, frequency of shopping and many more. This indicates the harmful effects on external components like residential areas, water resources, and ecosystems including plants and animals. This industry generates various types of pollution and waste, including chemical discharge, water pollution, air pollution, and solid waste, which can have negative impacts on the environment and human health. Understanding these drivers is important in developing solutions to address textile waste and reduce its impact on the environment.
The fast fashion industry is contributing to a massive amount of clothing waste being disposed of annually, which has severe environmental consequences. In response, can we repurpose our discarded garments into something beneficial? The development of an eco-friendly technique to convert fabric into fibers represents a significant advancement in addressing the massive issue of textile waste. Although many large brands are taking steps to reduce textile waste, it is essential for businesses and individuals to take action as well, it could be textile recycling, host a clothing swap or exchange, or rent clothing. There is a need for action against textile waste, to help mitigate its harmful effects on the environment and move towards a more sustainable future.
1.1. Statistics and data on the recycled clothing market:
United States: The United States boasts the largest market for second-hand clothing. As indicated in a ThredUp report, it is estimated that the second-hand clothing market in the US will expand to reach $64 billion by the year 2024. In 2020, the resale market in the US was valued at $36 billion.
United Kingdom: The UK is the second-largest market for recycled clothing. According to a report by the Royal Society for the Arts, the UK's second-hand clothing market is projected to grow by 23% by 2029. The report also estimates that the UK's second-hand clothing market could be worth £7 billion by 2029.
Japan: Japan is a growing market for recycled clothing. According to a report by the Japan External Trade Organization (JETRO), the Japanese second-hand clothing market was valued at ¥1.47 trillion ($13.7 billion) in 2018. The report also suggests that the market is expected to continue to grow in the coming years.
Australia: According to a report by the Australian Circular Fashion Conference, the second-hand clothing market in Australia is worth an estimated AU$1.3 billion ($967 million). The report also suggests that the market is growing, with a projected growth rate of 9.5% by 2023.
Canada: The second hand clothing market in Canada is also growing. According to a report by Statistics Canada, Canadians spent $28 billion on clothing and footwear in 2018, with a significant portion of that spending going towards second-hand clothing purchases.
Further, According to a report by the Confederation of Indian Textile Industry (CITI), the market for recycled clothing in India is growing rapidly. The report suggests that the secondhand clothing market is forecasted to experience a compound annual growth rate (CAGR) with an upward trajectory of 15% between 2019 and 2024. The report also estimates that the market for recycled clothing in India was valued at around INR 20,000 crore ($2.7 billion) in 2018.
In addition, the report highlights that the online second-hand clothing market is a key driver of growth in India, with major players such as OLX, Cashify, and Quikr expanding their presence in the sector. The report suggests that the online second-hand clothing market is expected to grow at a CAGR of 25% between 2019 and 2024
These statistics suggest that the recycled clothing market is growing in various countries around the world, indicating a growing trend towards sustainable and eco-friendly fashion consumption.
Sustainability has emerged as a crucial and controversial topic, gaining significant importance in recent years. The society, economy, and politics must now address sustainable actions and thinking as the 21st century brings about significant social, economic, and ecological developments and challenges. The growing population, advancing technology, and increasing material demands are causing significant environmental changes globally. With climate change and species extinction, there is a pressing need to adopt a future-conscious approach. The cultivation and production of raw materials are environmentally harmful, and the long transport routes of textiles exacerbate the issue. (Heinrich, 2018). Fast fashion production consumes a drastic amount of resources and proves to be ecologically detrimental. Usage of toxic chemicals in the process of production, dyeing and designing garments only adds to the problem. (Martus, 2020).
Transitioning to a circular economy model can help minimize textile waste and reduce the adverse consequences for the environment. This approach involves responsible production and consumption, and has the potential to create new opportunities for innovation, job creation, and economic growth. Achieving this objective requires adopting a more sustainable and circular approach, which can result in a host of environmental and economic benefits for society. This requires a collective effort from stakeholders to promote sustainable practices. Promoting the reuse and recycling of textiles can greatly minimise the ecological print of textile and clothing industry. The act of disposing of clothes or other textiles is often equated with recycling or reusing. Recycling involves discarding the products to be transformed into new inputs for other goods, while reusing means the products can be used by another owner or for another purpose. It is important to recognize that both recycling and reusing can contribute to a more sustainable approach to textile waste management. Recycling and reusing textiles involve discarding products to be transformed into new inputs or using them for another purpose, respectively, and both can promote sustainable textile waste management. The textile industry's unsustainable practices require attention to consumers' eco-consciousness and their understanding of their clothing habits. However, instead of disposing of garments as waste, there are sustainable post-consumption activities that consumers can undertake to reduce their environmental impact.
1.2. Objectives of the Study:
This article addresses gaps in the field of apparel waste management by investigating the influences and outcomes of consumer personal factors, social factors, product-related factors, environmental factors, and promotional factors on purchase behavior concerning recycled clothing. The study aims to achieve three primary objectives. By addressing these objectives, the article seeks to understand sustainable consumption and waste management practices in the clothing industry.
1. Reviewing and analyzing the academic literature on waste management to understand how sustainability concepts related to clothing are conceptualized and examined.
2. Exploring the impact of key motivators derived from personal factors, social factors, product-related factors, environmental factors, and promotional factors on purchase behavior specifically related to recycled clothing.
3. Investigating the effects of these motivating factors on consumers' purchasing behavior towards recycled clothing.
The rest of the paper is organized into seven distinct sections. The next part examines into a thorough examination of pertinent literature, highlighting its main themes and focal points. Here, we introduce the study's conceptual framework and establish the research hypotheses. In the subsequent section, we outline the research methodology applied in this investigation. Afterward, we scrutinize the outcomes and subject the formulated hypotheses to testing. Concluding segments of the article offer insights drawn from the study findings, alongside recommendations for future research avenues.
Consumers have various reasons for disposing of clothing, including issues like poor fit, outdated style, boredom, or wear-out, Solomon (2009). When it comes to getting rid of their unwanted textiles, consumers have multiple options available to them. These options include discarding the items, donating them, reusing them, trading them, or selling them. Shim, (1995) identified eight motivators for clothing disposal, each associated with specific disposal behaviors: selling clothing for economic reasons; selling clothing for environmental reasons; donating clothing for charitable purposes; donating clothing for environmental purposes; reusing clothing for economic purposes; (6) reusing clothing for environmental purposes; discarding clothing for convenience; and (8) discarding clothing due to unawareness. This part of the paper provides insights on existing literature on various reasons why consumers choose different disposal options for their clothing. Joung H M et al. (2011) examined the impact of different factors on clothing disposal behaviors. They found that environmental concerns influenced resale and donation behaviors, while economic concerns motivated reuse and resale behaviors. Charity concerns were associated with donation behaviors, and convenience concerns were linked to discarding behaviors. The study also revealed that family subjective norms influenced environmentally motivated resale and donation behaviors. In Schultz's (1995) review of empirical studies on recycling, various factors influencing recycling behavior were examined, including personal variables (e.g., personality, demographics, attitudes towards the environment) and situational variables that can be manipulated. The results indicate that having a high income reliably predicts recycling habits, with gender and age displaying no noteworthy connections. Environmental concern, in general, appears to influence recycling behavior primarily when it requires substantial effort. However, particular attitudes related to recycling consistently demonstrate links with recycling behavior. Additionally, the analysis identified seven situational factors that consistently lead to substantial improvements in recycling behavior: prompts, public commitment, normative influence, goal setting, barrier removal, offering incentives, and providing feedback.
Sustainable clothing consumption involves responsible approaches for purchase, utilize, and discarding clothing. Blackburn (2009), textile industry significantly impacts the production stage of the product lifecycle due to its consumption of non-renewable resources and energy for fiber production, along with substantial amounts of water, chemicals, and agricultural land. These activities also lead to emissions in both the air and water. In the disposal phase, the landfilling of textile waste poses an additional challenge related to the decomposition of fibers, as pointed out by Zurga et al. (2015). Over the past few decades, there has been a growing trend towards making fashion consumption more sustainable and socially responsible, with a focus on reducing its negative environmental impact, Armstrong et al., (2016); Iran et al., (2019).
Soyer M (2021), examined disconnect between attitudes and behavior towards sustainable clothing choices during the purchasing, usage, and disposal phases. The researchers found that the importance of factors varies across the different phases. Social motivation was the best predictor of sustainable practices for purchasing and disposal decisions, in contrast, capability had a substantial impact solely during the disposal stage. Additionally, triggers lowered consumers' ability during the purchasing phase, while enhancing social evaluation during the disposal phase. Michela Cesarina Mason et al., (2022) Theory of Planned Behavior to explore the behavior of Generation Y consumers in the fast fashion industry. It aimed to examine the connection between attitudes, intentions, and actual behavior, emphasizing the influence of recycling participation as a moderating factor. The findings from cluster analysis and moderated mediation analysis revealed that, in this context, there is no disconnect between attitude and intention translating into behavior. Positive attitudes towards sustainable consumption were found to align with socially responsible behavior. Nevertheless, recycling participation played a reinforcing role in linking intention to behavior, particularly among individuals with strong environmental attitudes.
RotimI et al., (2022) explore the determinants influencing the recycling behavior of Australian consumers in regard to end-of-life garments. This research applied and extended the factors outlined in the Theory of Planned Behavior. These factors encompassed attitudes, perceived behavioral control, subjective norms, self-identity, general recycling behavior, eco-literacy, self-efficacy, intentions, and the actual practice of recycling end-of-life garments. The results indicate that all the proposed hypotheses were substantiated, demonstrating positive correlations among the investigated factors. Arminda Paco et al., (2020) Analyzed perceptions and actions related to the apparel sector, uncovering various significant patterns. The results demonstrate the complex nature of purchasing habits, with individuals disposing of clothes for a variety of reasons, both objective and subjective. Disparities were observed in clothing use and disposal behavior. They concluded that more awareness-raising initiatives are necessary to promote sustainable clothing consumption and make consumers more conscious of available options.
Polyportis et al. (2022) conducted a scoping review to explore the elements affecting consumer inclinations and willingness to embrace items crafted from recycled materials. The examination uncovered a range of factors that contribute to consumer acceptance, encompassing environmental advantages, perceived quality, safety, emotional responses, individual distinctions, and potential risks. Furthermore, this investigation recognized potential obstacles that might hinder the adoption of products manufactured from recycled materials. Kim et al. (2021) investigate how consumers perceive value and risk, their attitudes, and intentions when it comes to adopting circular fashion consumption, specifically focusing on reused, upcycled, and recycled clothing products. The study also delved into the moderating aspect of individualism. The findings suggested that emotional value exerted the most significant impact on product attitudes, and economic and performance risks did not influence these attitudes. Additionally, the study detected a moderating influence between perception, attitude, and behavioral intentions. De Aguiar, et al., (2022) studied the connection between Brazilian consumers and Circular fashion encompassed both a systematic literature review and a survey approach. The results brought to light an interesting observation: while young consumers exhibit interest in changing their clothing consumption habits and endorse the notion that fashion companies should prioritize sustainability, the majority of them do not actively engage in circular practices within the fashion industry. In other words, there appears to be a disparity between consumers' beliefs and their tangible actions regarding circular fashion, despite their expressed willingness to embrace more sustainable approaches. Melissa M W et al. (2020) comprehensive literature review to probe into the contemporary perceptions of recycled textiles (RT) and circular fashion (CF) among consumers. The review unveiled that consumers across different nations possess a fundamental understanding of sustainable products. Nonetheless, variations exist in their viewpoints concerning sustainable acquisition, utilization, consumption, and post-purchase actions. The investigation also unveiled a range of diverse and sometimes contradictory findings regarding the associations between RT and CF and how consumers perceive attributes such as quality, functionality, and the influence of social and cultural factors.
Harris et al. (2016), the inclination to purchase environmentally sustainable clothing is mainly affected by social influences and environmental concern, and to some extent by the sense of guilt and lack of awareness about sustainable clothing. The economic and personal factors play a significant role in determining clothing purchase, even among environmentally conscious consumers. Additionally, disposal behaviors are driven by established habits and routines. Furthermore, ethical hedonism and negative emotions, like mistrust and skepticism towards prominent fashion brands, serve as motivating factors for sustainable fashion practices. Zala Zurga et al., (2015) explored practices related to the purchase and disposal of clothing in Slovenia and provided insights on various methods consumers use for purchasing and disposing of textiles. The study also examined the influence of sociodemographic variables on apparel purchase, disposal, and recycling behavior. Additionally, it explored the differences in apparel recycling frequency between consumers who have access to an apparel bank nearby and those who do not. The purpose of this research was to analyze how consumers currently dispose of their textile waste, with the aim of developing strategies to encourage a reduction in the amount of clothing ending up in landfills.
Louise R M et al., (2009), in their exploratory research utilized a combination of qualitative and quantitative methods, specifically targeting young women to confirm qualitative results and evaluate the extent of textile reuse and recycling. The study highlights consumers' limited awareness of the environmental impact of their behavior and proposes strategies to tackle the increasing issue of textile waste, as well as promote more sustainable fashion consumption. McNeill, L. S (2020), investigated how young, fashion-conscious consumers manage their garments, focusing on their disposal behaviors and motivations for extending the lifespan of fashion clothing through maintenance or repair. The study also examined their general recycling behaviors in relation to their propensity for garment repair. Individuals who prioritize fashion often discard clothing faster and with less ethical contemplation. Nevertheless, these very consumers exhibit a willingness to repair items that enhance their sense of fashion identity. The study sheds light on the complex dynamics between disposal behaviors, fashion preferences, and the willingness to repair clothing items.
2.1 Identifying Unexplored Precursors of Consumer Behavior Research on Recycled Apparels:
Existing research on consumers' purchase behavior of recycled clothing lacks a comprehensive approach to fully explain this phenomenon. To address this gap, there is a need for a holistic framework that identifies the primary factors influencing the purchase behavior of recyled clothing. Moreover, it is essential to investigate the factors contributing to the gap between consumers' purchase intention and their actual behavior when it comes to buying such clothes. By developing such a framework, researchers can gain a deeper understanding of the complexities involved in consumers' decision-making processes regarding recycled clothing purchases and bridge the existing knowledge gap between intention and behavior in this context. The study builds upon prior research by examining motivating factors leading to purchase behaviour of consumers. Thus, with consideration to the literature review presented, five research hypotheses are framed and presented in the research methodology.
The research methodology for the current research involves collecting data from 420 respondents using a structured questionnaire and analysing the data using statistical techniques to examine the factors influencing the buying behaviour of recycled apparel.
Research Design
The study used a quantitative design approach to gather numerical data suitable for statistical analysis. A cross-sectional study design would be used, as data would be collected from participants at a single point in time.
Sampling
The sample size would be 420 respondents is drawn from a larger population of apparel consumers to ensure equal representation of all population members, a random sampling method will be employed in the selection process for the study.
Data Collection: Data collection from the participants involve use of a well-organized questionnaire administered online and in person. This questionnaire encompassed inquiries pertaining to the five key factors that influence the purchasing behavior of recycled clothing: personal aspects, social influences, product-related attributes, promotional considerations, and environmental and economic aspects.
Data Analysis
The data is analyzed using descriptive statistics to provide an overview of the participants' demographic characteristics and responses to the questionnaire. Also various statistical methods, including multiple regression analysis is used to explore the connections between the dependent variable (recycled apparel buying behavior) and the independent variables (the five factors).
3.1 The Five Spokes Driving Sustainable Fashion Choices of Recycled Apparel:
The motivators of the Consurmer's recycle apparel buying behaviour is picturized as a wheel-shaped diagram Fig. 1 illustrates the five factors influencing consumer behavior towards buying recycled apparel. The factors include Personal Factors, Social Factors, Product-Related Factors, Promotional Factors, Environmental and Economic Factors. This diagram serves as a visual representation of the interconnectedness of these factors and how they play a role in shaping consumers' decisions to purchase recycled apparel.
Personal factors
Personal factors that can impact an individual's decision to purchase recycled clothing are environmental consciousness, Pretner, G (2021), Ethical considerations, Budget, Health concerns, Vintage and retro fashion and Sense of uniqueness. Past studies concentrated on personal factors like eco conscious and ecofriendly, Hiller Connell(2010); Laitala and Boks, (2012); green, D'Souza et al., (2007); organic, Hustvedt and Dickson, (2009); ethical, Goworek et al., (2012) ; Joergens, (2006). Consequently, the hypothesis one is framed.
H1: Personal factors have a significant impact on the buying behavior of recycled apparel.
Social Factors
These factors can include social norms, peer influence, social networks, and cultural values. Understanding how these social factors influence Peer influence, Social norms, Influence of celebrities, Community support, supporting ethical practices, Fair labor practices on purchase behavior of recycled products can provide valuable insights into consumer motivations and behaviors. Research in this area can shed light on the social dynamics that encourage or discourage individuals from choosing recycled clothing and help identify effective strategies for promoting sustainable fashion choices within communities and society at large. Thus, Hypothesis 2 is framed
H2: Social factors have a significant impact on the buying behavior of recycled apparel.
Product-Related Factors
Product-related factors play a significant role in shaping consumers' purchase intention of recycled products. These factors can influence consumers' perceptions of the product's quality, design, functionality, and value proposition. Here are some key product-related factors that impact purchase intention of recycled clothing considered for the study, Quality and design, Availability, Durability, Ease of care, Material sourcing. Consequently, Hypothesis 3 is framed.
H3: Product-related factors have a significant impact on the buying behavior of recycled apparel.
Environmental and Economic
Both environmental and economic factors play crucial roles in influencing consumers' purchase intention of recycled products. Businesses and marketers should emphasize the environmental benefits, affordability, value for money, and potential cost savings associated with recycled products to effectively promote and encourage consumer adoption and purchase intention in this market segment. Factors included in the study are reducing waste, lowering carbon footprint, conserving resources, supporting local economies and circular economy. Hence, H4 is framed.
H4: Enviornment and economic factors have a significant impact on the buying behavior of recycled apparel.
Promotional Factors
By effectively utilizing promotional factors, businesses and marketers can raise awareness, educate consumers, and create a positive perception of recycled products. Aligning promotional efforts with the target audience's values, leveraging social influence, and providing incentives can encourage consumers to develop a higher purchase intention towards recycled products. Factors included in the study are marketing campaigns, Discounts and promotions, Brand reputation and Social media promotion. Hence, H5 is framed as.
H5: Promotional factors have a significant impact on the buying behavior of recycled apparel.
Descriptive analysis of research respondent's profile involves summarizing and interpreting the demographic and other relevant characteristics of the sample population which provides a comprehensive understanding of the characteristics of the study population, which is necessary for drawing meaningful conclusions and generalizing findings to larger populations. Table 4.1 shows the detailed report of the demographic profile of the respondents which includes gender, age, education qualification, yearly income and type of family of the respondents.
Table 4.1 Respondent’s Profile
|
Demographic Character |
Category |
Frequency |
% |
|---|---|---|---|
|
Age |
< 18 years |
9 |
2% |
|
18 to 25 Years |
149 |
35% |
|
|
26 to 40 Years |
180 |
43% |
|
|
41 to 55 Years |
76 |
19% |
|
|
56 years and > |
6 |
1% |
|
|
Gender |
Female |
218 |
52% |
|
Male |
201 |
48% |
|
|
Qualification |
Graduate |
133 |
32% |
|
Post Graduate and Above |
219 |
52% |
|
|
Under Graduate |
68 |
16% |
|
|
Occupation |
Entrepreneur |
22 |
5% |
|
Government Service |
25 |
6% |
|
|
Home Maker |
28 |
7% |
|
|
Private Service |
116 |
27% |
|
|
Professional |
103 |
25% |
|
|
Student |
126 |
30% |
|
|
Yearly Income |
< 2,50,000 |
178 |
42% |
|
2,50,001–5,00,000 |
139 |
33% |
|
|
5,00,001–7,50,000 |
53 |
13% |
|
|
7,50,001–10,00,000 |
20 |
5% |
|
|
Above 10,00,000 |
30 |
7% |
|
|
Marital Status |
Married |
214 |
51% |
|
Un-Married |
206 |
49% |
|
|
Type of Family |
Bachelorhood |
29 |
8% |
|
Extended Family |
6 |
1% |
|
|
Joint Family |
152 |
36% |
|
|
Nuclear Family |
233 |
55% |
It is found from the above table and the graph, most of the respondents are Female, and are falling in 26 to 40 age group. Majority of them are post graduates and above. Majority of them are Private sector service employees and students. Majority of the respondents are earning less than 5 lacks as their yearly income. Most of them are marries and are living in nuclear family.
4.1 Gender and age group wise analysis on Motivates you to buy recycled clothes
The table 4.2 represents the responses of individuals across different age groups and genders with respect to their motivation to buy recycled clothing.
Table 4.2 Gender and age group wise analysis on precursors of Recycled apparels
|
Age |
Gender |
Motivates you to buy recycled clothes |
||||||
|
Environmental consciousness |
Social media and other promotions |
Price/ Budget |
Vintage and retro fashion |
Sense of uniqueness |
Social/ peer Influence |
Availability and Durability |
||
|
Below 18 years |
Female |
10 |
4 |
3 |
15 |
16 |
2 |
21 |
|
Male |
20 |
5 |
0 |
18 |
19 |
5 |
22 |
|
|
18–25 Years |
Female |
14 |
53 |
32 |
23 |
10 |
15 |
33 |
|
Male |
20 |
55 |
29 |
50 |
11 |
16 |
31 |
|
|
26–40 Years |
Female |
13 |
69 |
55 |
22 |
15 |
17 |
41 |
|
Male |
20 |
59 |
40 |
35 |
23 |
18 |
28 |
|
|
41–55 Years |
Female |
13 |
38 |
30 |
16 |
1 |
8 |
16 |
|
Male |
5 |
22 |
14 |
13 |
4 |
4 |
10 |
|
|
56 years and above |
Female |
6 |
1 |
3 |
1 |
1 |
5 |
1 |
|
Male |
2 |
5 |
1 |
2 |
2 |
7 |
2 |
|
Environmental consciousness
A significant percentage of individuals across all age groups and genders are motivated to buy recycled clothing due to their concern for the environment. The highest percentage of individuals motivated by environmental consciousness was in the age group of 26–40 years for both females (69%) and males (59%).
Social media and other promotions
The second most common motivation for individuals to buy recycled clothing is social media and other promotions. This is particularly true among 18–25 years age groups, with females (53%) and males (55%) being highly motivated by social media and promotions.
Budget / Price
The budget is another significant factor that motivates individuals to buy recycled clothing. This is especially true for individuals under 18 years and those in the 18–25 years age group. However, the motivation to buy recycled clothing due to budget constraints decreases as individuals gets older.
Vintage and retro fashion
Individuals of all age groups and genders are motivated to buy recycled clothing for vintage and retro fashion. This motivation is the highest among individuals under 18 years of age (15) and in the age group of 26–40 years for both females (22) and males (35).
Sense of uniqueness
Individuals across all age groups and genders are motivated to buy recycled clothing for a sense of uniqueness. This motivation is the highest among females in the age group of 26–40 years (15%) and males in the age group of 18–25 years (16%).
Social/peer influence
Social/peer influence is another factor that motivates individuals to buy recycled clothing. This motivation is the highest among individuals in the age group of 18–25 years, with females (15%) and males (16%) being highly motivated by social/peer influence.
Availability and durability
The availability and durability of recycled clothing are important factors that motivate individuals to buy them. This motivation is particularly high among females in the age group of 26–40 years (41%) and males in the age group of 18–25 years (28%).
The table also highlights that different age groups and genders have different motivations for buying recycled clothing, with social media and promotions significant considerations for individuals between 18 and 25 years old include environmental concerns, while individuals under 18 and those in the 18–25 age group prioritize budget constraints.4.2. Structural Equation Model.
The Structural Equation Model examining the relationship between consumer buying behaviour towards recycled apparels s and 5 constructs (dependent variables) Personal Factors, Social Factors, Product-Related Factors, Promotional Factors and Environmental and Economic Factors which will motivate the customers to buy the recycled apparels. The model was developed and tested the hypothesis using structural execution modelling in AMOS 18. As the first step of the model, the fitness of the model was tested. The fitness of a statistical model indicates how well it fits in with a number of data. The maximum likelihood (ML) estimate was assessed using AMOS 18. The following table provides the different indices to evaluate the fitness of the model employed. The following table
Table 4.3 Model Fit analysis of Recycled Clothing buying behaviour
|
Fit Measures |
CMIN/DF |
P |
GFI |
AGFI |
NFI |
CFI |
RMSEA |
TLI |
|---|---|---|---|---|---|---|---|---|
|
Model Value |
2.21 |
0.06 |
0.930 |
0.912 |
0.902 |
0.962 |
0.048 |
0.952 |
|
Cut-off Value |
≤ 3 |
> 0.05 |
> 0.90 |
> 0.90 |
> 0.90 |
> 0.95 |
< 0.08 |
< 0.95 |
| Source: Primary data | ||||||||
The analysis of the model fit for recycled clothing buying behavior, as presented in Table 4.3, reveals a strong alignment between the model and the data. The Comparative Fit Index (CMIN/DF) has a value of 2.21, comfortably below the recommended cut-off of ≤ 3, which suggests a favorable fit. The Probability (P) value is 0.06, indicating that it is lower than the threshold of > 0.05, further supporting the model's goodness of fit. Moreover, key fit indices, including the Goodness of Fit Index (GFI) at 0.930, the Adjusted Goodness of Fit Index (AGFI) at 0.912, the Normed Fit Index (NFI) at 0.902, the Comparative Fit Index (CFI) at 0.962, the Root Mean Square Error of Approximation (RMSEA) at 0.048, and the Tucker-Lewis Index (TLI) at 0.952, all meet or exceed their respective recommended cut-off values. This comprehensive assessment underscores that the model effectively captures the dynamics of recycled clothing buying behavior, lending credibility to the study's findings.
The following Table 4.4 shows the AMOS results of independent variables significance influence towards the buying behavior of recycled apparels, and the results for each independent variable are as follows:
Table 4.4: Regression Weights of Estimated Model
Source: Primary data *** 1% Significance level.
The following Fig. 4.2 shows the SEM model of the proposed model where there are 420 respondents participated.
The AMOS results suggest that all independent variables significantly influence the buying behavior of recycled apparels, and the results for each independent variable are as follows:
Personal Factors
The coefficient estimate for personal factors is 0.67, suggesting a strong positive association between personal factors and buying behavior of recycled apparels. The S.E. of the estimate is 0.027, and the C.R. is 2.198, indicating that the estimate is statistically significant (p < 0.05). This suggests that personal factors, such as individual attitudes, beliefs, and values, can significantly influence the buying behavior of recycled apparels.
Social Factors
The coefficient estimate for social factors is 0.26, suggesting a positive association between social factors and buying behavior of recycled apparels. The S.E. of the estimate is 0.027, and the C.R. is 2.08, indicating that the estimate is statistically significant (p < 0.05). This suggests that social influencers encompassing family, peers, and societal conventions, can influence the buying behavior of recycled apparels.
Product-Related Factors
The coefficient estimate for product-related factors is 0.12, suggesting a favorable correlation between factors related to the product and the purchasing behavior of recycled clothing. The S.E. of the estimate is 0.027, and the C.R. is 3.931, indicating that the estimate is highly statistically significant (p < 0.001). This suggests that product-related factors, such as product design, quality, and price, can significantly influence the buying behavior of recycled apparels.
Promotional Factors
The coefficient estimate for promotional factors is 0.92, suggesting a strong positive association between promotional factors and buying behavior of recycled apparels. The S.E. of the estimate is 0.042, and the C.R. is 17.666, indicating that the estimate is highly statistically significant (p < 0.001). This suggests that promotional factors, such as advertising and sales promotions, can significantly influence the buying behavior of recycled apparels.
Environmental and Economic Factors
The coefficient estimate for environmental and economic factors is 0.35, indicating that there is a positive relationship between environmental and economic factors and the buying behavior of recycled apparels. The S.E. of the estimate is 0.033, and the C.R. is 9.848, indicating that the estimate is highly statistically significant (p < 0.001). This suggests that environmental and economic factors, such as environmental awareness and economic benefits, can significantly influence the buying behavior of recycled apparels.
The study on recycled apparel buying behavior highlights the importance of understanding the factors that influence consumers' purchasing decisions. By identifying the key factors that influence consumers to buy recycled apparel, manufacturers, retailers, and designers can create products that meet consumer needs and preferences, while also advocating for sustainability within the fashion sector. The findings of the study show that personal factors, social factors, product-related factors, promotional factors, and environmental and economic factors all have a significant impact on the buying behavior of recycled apparels. This highlights the need for a multi-faceted approach to promoting sustainability in the fashion sector. The study offers noteworthy implications for the environment and sustainability, highlighting that by promoting the production and consumption of recycled apparel, the fashion industry can effectively reduce waste generation and minimize its overall environmental impact.This is particularly important given the environmental challenges facing the world today, including climate change and the depletion of natural resources. The study highlights the importance of promoting sustainable practices in the fashion industry and provides valuable insights into the factors that influence consumers' purchasing decisions. By taking these factors into account, stakeholders in the fashion industry can create products that meet consumer needs while also promoting sustainability and environmental responsibility.
5.1 Implications of the study:
The significant influence of personal factors, social factors, product-related factors, promotional factors, and environmental and economic factors on the buying behavior of recycled apparels, there are several implications for different stakeholders:
Researchers
Researchers can use the findings to conduct further research to understand the specific factors that are most influential in the buying behavior of recycled apparels. They can also explore how these factors differ across different demographic groups and cultures. The article can provide researchers with valuable insights into the factors that influence the buying behavior of recycled apparels. This information can help guide future research and can be used to develop new theories and models in the field.
Manufacturers
Manufacturers can use the findings to design and produce recycled apparels that appeal to consumers based on the identified factors. They can also use the findings to promote the environmental benefits of recycled apparels to increase consumer interest and demand. Moreover, manufacturers have the opportunity to design and produce recycled clothing that aligns with consumer preferences. By gaining insights into the factors shaping consumer behavior, they can tailor their products to better meet the demands and preferences of their target audience.
Retailers
Retailers can use the findings to promote recycled apparels and highlight the factors that are most important to consumers. By highlighting the factors that are most important to consumers, retailers can develop targeted marketing campaigns and promotions that resonate with their target audience.
Designers
Designers can use the findings to create designs that are more appealing to consumers and that incorporate the identified factors that influence the buying behavior of recycled apparels. The article can be useful for designers in developing designs that are more appealing to consumers. By incorporating the factors identified in the article into their designs, designers can create products that are more likely to be purchased by consumers.
Government
Governments can use the findings to develop policies and initiatives that encourage the production and consumption of recycled apparels. For example, they can provide tax incentives for manufacturers who use recycled materials or provide subsidies for consumers who purchase recycled apparels. By understanding the factors that influence consumer behavior, governments can develop policies and programs that encourage sustainable practices in the fashion industry.
Consumers
Consumers can use the findings to make more informed purchasing decisions and to choose recycled apparels that align with their personal values and preferences. They can also use the findings to advocate for more sustainable and environmentally friendly practices in the fashion industry. By understanding the factors that influence their buying behavior, consumers can choose products that align with their personal values and preferences. Additionally, consumers can use the information in the article to advocate for more sustainable and environmentally friendly practices in the fashion industry.
Ethics Approval Statement:
This research involving human participants and their data was conducted in accordance with the ethical guidelines and standards set forth by Kristu Jayanti College Autonomous, Bengaluru. The Institutional Ethics Committee (IEC) of Kristu Jayanti College reviewed and approved the research protocol and procedures per the ethical standards laid down in the 1964 Declaration of Helsinki and its later amendments or comparable ethical standards. All aspects of participant recruitment, informed consent, data collection, and data handling were carried out in compliance with the ethical principles outlined by the IEC.
Informed Consent: All research involving human subjects in this study adhered to ethical guidelines, including obtaining freely-given, informed consent from all participants This study was conducted with the utmost respect for the rights and well-being of all individuals involved
Author Contribution
K.P -Developing the Idea, Writing, Methodology ,Final DraftNagadeepa-Methodology , second draft ,Doris-Developing the idea, Proofing , methodology Pushpa : Data Curation, Methodology
Data Availability
The authors confirm that the data supporting the findings of this study are available within the article [and/or] its supplementary materials.Basic, Share upon Request
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No competing interests reported.