1. bookVolume 19 (2019): Issue 4 (December 2019)
Journal Details
First Published
19 Oct 2012
Publication timeframe
4 times per year
access type Open Access

Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies

Published Online: 04 Dec 2019
Volume & Issue: Volume 19 (2019) - Issue 4 (December 2019)
Page range: 394 - 399
Journal Details
First Published
19 Oct 2012
Publication timeframe
4 times per year

The aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.


[1] Anderson, W. T., Cunningham, W. (1972). The socially conscious consumer. Journal of Marketing, 36, 23-31.10.1177/002224297203600305Search in Google Scholar

[2] Jones, P., Hillier, D., Comfort, D., Eastwood, I. (2005). Sustainable retailing and consumerism. Management Research News, 28, 34-44.10.1108/01409170510784760Search in Google Scholar

[3] Kalafatis, S. T., Pollard, M., East, R., Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination. Journal of Consumer Marketing, 16, 441-460.10.1108/07363769910289550Search in Google Scholar

[4] Borin, N., Cerf, D. C, Krishnan, R. (2011). Consumer effects of environmental impact in product labeling. Consumer Marketing, 28(l), 76-86.10.1108/07363761111101976Search in Google Scholar

[5] McDaniel, S. W., Raylander, D. H. (1993). Strategic green marketing. Journal of Consumer Marketing, 10(3), 4-10.10.1108/07363769310041929Search in Google Scholar

[6] Tan, B. Ch. (2011). The roles of knowledge, threat, and PCE on green purchase behavior. International Journal of Business and Management, 6(12), 14-27.10.5539/ijbm.v6n12p14Search in Google Scholar

[7] Montoro-Rios, F. J., Luque-Martinez, T., Fuentes-Moreno, F., Canadas-Soriano, P. (2006). Improving attitudes toward brands with environmental associations: an experimental approach. The Journal of Consumer Marketing, 23, 26-33.10.1108/07363760610641136Search in Google Scholar

[8] Laroche, M., Bergeron, J., Barbado-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. The Journal of Consumer Marketing, 18, 503-520.10.1108/EUM0000000006155Search in Google Scholar

[9] Bianchi, C., Birtwistle, G. (2012). Consumer clothing disposal behaviour: a comparative study. International Journal of Consumer Studies, 36(3), 335-341.10.1111/j.1470-6431.2011.01011.xSearch in Google Scholar

[10] Fletcher, K. (2010). Slow fashion: an invitation for systems change. Fashion Practice, 2, 259-266.10.2752/175693810X12774625387594Search in Google Scholar

[11] Jung, S., Jin, B. (2014). A theoretical investigation of slow fashion: sustainable future of the apparel industry. International Journal of Consumer Studies, 38, 510-519.10.1111/ijcs.12127Search in Google Scholar

[12] Gam, H. J., Cao, H., Farr, C., Kang, M. (2010). Quest for the eco-apparel market: a study of mothers’ willingness to purchase organic cotton clothing for their children. International Journal of Consumer Studies, 34, 648-656.10.1111/j.1470-6431.2010.00898.xSearch in Google Scholar

[13] Hiller Connell, K. Y., Kozar, J. M. (2012). Sustainability knowledge and behaviors of apparel and textile undergraduates. International Journal of Sustainability in Higher Education, 13, 394-407.10.1108/14676371211262335Search in Google Scholar

[14] Fletcher, K. (2014). Sustainable fashion and textiles: design journeys. (II ed.). Routledge (New York).Search in Google Scholar

[15] Jung, S., Byoungho, J. (2014). A theoretical investigation of slow fashion: sustainable future of the apparel industry. International Journal of Consumer Studies, 38(5), 510-519.10.1111/ijcs.12127Search in Google Scholar

[16] Domina, T., Koch, K. (1998). Environmental profiles of female apparel shoppers in the Midwest, USA. Journal of Consumer Studies & Home Economics, 22, 147-161.10.1111/j.1470-6431.1998.tb00726.xSearch in Google Scholar

[17] Domina, T., Koch, K. (1999). Consumer reuse and recycling of postconsumer textile waste. Journal of Fashion Marketing and Management, 3, 346-359.10.1108/eb022571Search in Google Scholar

[18] Waste Online. Retrieved December 27, 2017. Web site: www.wasteonline.org.uk.Search in Google Scholar

[19] Ha-Brookshire, J., Hodges, N. N. (2009). Socially responsible consumer behavior? Exploring used clothing donation behavior. Clothing & Textiles Research Journal, 27, 179-196.10.1177/0887302X08327199Search in Google Scholar

[20] Kotler, Ph., Amstrong, G. (2012). Principles of marketing. Pearson (Harlow).Search in Google Scholar

[21] Leonard, L. N. K., Cronan, T. P. (2005). Attitude toward ethical behavior in computer use: a shifting model. Industrial Management & Data Systems, 15(9), 1150-1171.10.1108/02635570510633239Search in Google Scholar

[22] Fraj, E., Salinas, E. (2007). Impact of environmental knowledge on ecological consumer behaviour: an empirical analysis. Journal of International Consumer Marketing, 19, 73-101.10.1300/J046v19n03_05Search in Google Scholar

[23] Shaw, D., Shiu, E. (2002). An assessment of ethical obligation and self-identify in ethical consumer decision-making: a structural equation modelling approach. International Journal of Consumer Studies, 26, 286-293.10.1046/j.1470-6431.2002.00255.xSearch in Google Scholar

[24] Pavalache-ilie, M., Cazan, A. M. (2016). Measuring ecological attitudes in a Romanian context. Bulletin of the Transilvania University of Brasov, 9, 85-90.Search in Google Scholar

[25] Bukhari, M. A., Carrasco-Gallego, R., Ponce-Cueto, E. (2018). Developing a national programme for textiles and clothing recovery. Waste Management & Research, 36(4), 321-331.10.1177/0734242X1875919029502495Search in Google Scholar

[26] Hirsh, J. B. (2010). Personality and environmental concern. Journal of Environmental Psychology, 30, 245-248.10.1016/j.jenvp.2010.01.004Search in Google Scholar

[27] Cho, Y. N., Thyroff, A., Rapert, M., Park, S. Y., Lee, H. J. (2013). To be or not to be green: exploring individualism and collectivism as antecedents of environmental behaviour. Journal of Business Research, 66, 1052-1059.10.1016/j.jbusres.2012.08.020Search in Google Scholar

[28] Milfont, T. L., Duckitt, J. (2010). The environmental attitudes inventory: a valid and reliable measure to assess the structure of environmental attitudes. Journal of Environmental Psychology, 30, 80-94.10.1016/j.jenvp.2009.09.001Search in Google Scholar

[29] Martinez, C. P., Castaneda, M. G., Marte R. B., Roxas, B. (2015). Effects of institutions on ecological attitudes and behaviour of consumers in a developing Asian country: the case of the Philippines. International Journal of Consumer Studies, 39(6), 575-585.10.1111/ijcs.12188Search in Google Scholar

[30] Tanner, C., Kast, S. (2003). Promoting sustainable consumption: determinants of green purchases by Swiss consumers. Psychology and Marketing, 20, 883-902.10.1002/mar.10101Search in Google Scholar

[31] Katz, D. (1960). The Functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163-204.10.1086/266945Search in Google Scholar

[32] Butler, S. M., Francis, S. (1997). The effects of environmental attitudes on apparel purchasing behaviour. Clothing and Textiles Research Journal, 15, 76-85.10.1177/0887302X9701500202Search in Google Scholar

[33] Hustvedt, G., Dickson, M. (2009). Consumer likelihood of purchasing organic cotton apparel: influence of attitudes and self-identity. Journal of Fashion Marketing and Management, 13, 49-65.10.1108/13612020910939879Search in Google Scholar

[34] Shim, S. (1995). Environmentalism and consumers’ clothing disposal patterns: an exploratory study. Clothing and Textiles Research Journal, 13, 38-48.10.1177/0887302X9501300105Search in Google Scholar

[35] Kim, H. -S., Damhorst, M. L. (1998). Environmental concern and apparel consumption. Clothing and Textiles Research Journal, 16, 126-133.10.1177/0887302X9801600303Search in Google Scholar

[36] Birtwistle, G., Moore, C. M. (2006). Fashion clothing – where does it all end up? The International Journal of Retail & Distribution Management, 35, 210-216.10.1108/09590550710735068Search in Google Scholar

[37] Daneshvary, N., Daneshvary, R., Schwer, R. K. (1998). Solid-waste recycling behaviour and support for curbside textile recycling. Environment and Behaviour, 30, 144-161.10.1177/0013916598302002Search in Google Scholar

[38] Sposato, P., Preka, R., Cappellaro, F., Cutaia, L. (2017). Sharing economy and circular economy. How technology and collaborative consumption innovations boost closing the loop strategies. Environmental Engineering and Management Journal, 16, 1797-1806.Search in Google Scholar

[39] Murray, A., Skene, K., Haynes, K., (2017). The circular economy: an interdisciplinary exploration of the concept and application in a global context. Journal of Business Ethics, 140(3), 369-380.10.1007/s10551-015-2693-2Search in Google Scholar

[40] Geissdoerfer, M., Savaget, P., Bocken, N., Hultink, E. J. (2017). The circular economy – a new sustainability paradigm? Journal of Cleaner Production, 143, 757-768.10.1016/j.jclepro.2016.12.048Search in Google Scholar

[41] Peng, C. L., Scorpio, D. E., Kibert, Ch. J. (1997). Strategies for successful construction and demolition waste recycling operations. Construction Management & Economics, 15, 49-58.10.1080/014461997373105Search in Google Scholar

[42] Samiha, B. (2013). The importance of the 3R principle of municipal solid waste management for achieving sustainable development. Mediterranean Journal of Social Sciences, 4(3), 129-135.10.5901/mjss.2013.v4n3p129Search in Google Scholar

[43] Vasiljevic-Shikaleska, A., Gjozinska, B., Stojanovikj, M. (2017). The circular economy - a pathway to sustainable future. Journal of Sustainable Development, 17, 13-30.Search in Google Scholar

[44] Syed, S. (2006). Solid and liquid waste management. Emirates Journal for Engineering Research, 11(2), 19-36.Search in Google Scholar

[45] Papa, M. (2015). Sustainable global governance? Reduce, reuse, and recycle institutions. Global Environmental Politics, 15(4), 1-20.10.1162/GLEP_a_00324Search in Google Scholar

[46] European Commission. (2014). Directive 2008/98/EC of the European Parliament and of the Council of 19 November 2008 on waste and repealing certain Directives.Search in Google Scholar

[47] H&M group/Recycle your clothes. Retrieved December 9, 2017. Web site: https://about.hm.com/en/sustainability/get-involved/recycle-your-clothes.html.Search in Google Scholar

[48] What are the Terms & Conditions of the Oxfam Clothes Exchange? Retrieved December 19, 12017. Web site: http://help.marksandspencer.com/support/legal-and-ethical/oxfam-clothing-exchange.Search in Google Scholar

[49] Social Responsibility/Forever 21. Retrieved December 12, 2017. Web site: https://www.forever21.com/us/shop/Info/SocialResponsibility.Search in Google Scholar

[50] Morgan, L. R., Birtwistle, G. (2009). An investigation of young fashion consumers’ disposal habits. International Journal of Consumer Studies, 33(2), 190-198.10.1111/j.1470-6431.2009.00756.xSearch in Google Scholar

[51] Brick, G., Lewis, G. J. (2016). Unearthing the “green” personality: core traits predict environmentally friendly behavior. Environment and Behavior, 48(5), 635-658.10.1177/0013916514554695Search in Google Scholar

[52] Textile collecting □ KappAhl. Retrieved December 19, 2017. Web site: https://www.kappahl.com/en-US/about-kappahl/sustainability/product-responsibility/textile-collecting/.Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo