Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies

Abstract

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.

How fashion can achieve sustainable development through a circular economy and stakeholder engagement: A systematic literature review

“…• Mending clothing • Donating used clothing for second-hand usage 22 (23.4%) Bukhari et al, 2018;Camacho-Otero et al, 2019;Cattermole, 2018;Diddi & Yan, 2019;Fischer & Pascucci, 2017;Holtström et al, 2019;Hussain, 2018;Hvass & Pedersen, 2019;Kjaer et al, 2019;Koszewska, 2018;Machado et al, 2019;Magdalena & Dagna, 2019;Norris, 2019a;Pal et al, 2019;Pedersen et al, 2019;Popescu, 2018;Raebild & Bang, 2017;Sandin & Peters, 2018;Shaw & Williams, 2018;Smith et al, 2017;Staicu & Pop, 2018;Tunn et al, 2019 Narrowing resource flows (18, 19.1%) CF practices related to increasing resource efficiency, by using fewer resources per product…”

“…T A B L E 6 (Continued) Han et al, 2017;Holtström et al, 2019;Hvass & Pedersen, 2019;Karell & Niinimäki, 2019;Khan & Rundle-Thiele, 2019;Kjaer et al, 2019;Machado et al, 2019;Magdalena & Dagna, 2019;Norris, 2019a;Pal et al, 2019;Pedersen et al, 2019;Peirson-Smith & Evans, 2017;Piribauer & Bartl, 2019;Sandvik & Stubbs, 2019;Shaw & Williams, 2018;Siminelli, 2017;Singh et al, 2019;Valentine et al, 2017;Vehmas et al, 2018 Governmental support…”

Towards A Conceptual Framework of Sustainable Practices of Post-consumer Textile Waste at Garment End of Lifecycle: A Systematic Literature Review Approach

“…The quality and rigour of the articles forming the review can be traced to the journals in which they were published. Twenty of the articles analysed were published in Scimago-rated Q1 journals [2,5,51,52,[54][55][56][57][58][59][60][61][62][63][64][65][66][67][68][69]; 12 articles were included in Q2-rated journals [23,53,[70][71][72][73][74][75][76][77][78][79]; with two articles rated Q3 [80] and Q4 [81], and the last journal was not available on Scimago [82].…”

“…In summary, education and engagement is significant to managing PCTW at garment end of lifecycle. Several authors agree that information sharing and dissemination is crucial to attaining sustainability within the fashion industry [72,77]. The provision of sustainability information to consumers could decrease the volume of textile waste sent to landfills and increase the volume of waste that is collected for reuse and recycling [77].…”

“…The reuse practice extends the lifecycle of products and provides an alternative to discarding items [2]. As the reuse practice deals with already existing goods [72], there is reduction in the number of new clothing that consumers buy [51].…”