Secondhand clothes donation: factors impacting donating behaviour

Abstract

Secondhand clothes (SHC) donation refers to the practice of contributing one's used and unused clothing to donation boxes, thrift shops and charitable organizations. Past studies have shown that an individual's willingness to donate is shaped by internal and external factors. Internal dimensions refer to a person's psychological characteristics and demographic factors. In contrast, external factors are influences from the outside, such as social pressure and information availability (e.g. how to, where to donate). SHC donation behaviour is beneficial for numerous stakeholders. First, the reuse of clothing minimizes waste benefiting the environment. Second, individuals in need (e.g. in third-world countries) can access clothing at affordable prices or no cost if donated through charity. Third, from a consumer perspective, donating allows individuals to organize their lives and living spaces. Finally, donation enhances consumer well-being by making them feel a sense of accomplishment.Given these benefits, it becomes important to understand what triggers an individual's desire to engage in SHC donation behaviour. A person's willingness to help others may be influenced by cognitive (i.e. intellectual state), affective (i.e. emotional) and conative (i.e. motivational) factors. The paper's authors examine how these three dimensions impact SHC behaviour and which have the most dominant effect. More specifically, they study four cognitive factors (perceived vulnerability, perceived hygiene, perceived seriousness, perceived responsibility), one affective (guilt) and one conative (altruistic fear) element. In addition, they also assess whether donating behaviour is also affected by the donator's knowledge of COVID-19. Cognitive factorsCognitive factors refer to an individual's understanding of the consequences and contexts surrounding their donating behaviour. Perceived vulnerability is a cognitive factor indicating a person's belief about the likelihood of developing health problems from used clothing. Individuals with this line of thinking may feel it is unsafe to donate clothing. Particularly those who have not maintained their clothing may halt donation behaviour. In sharp contrast, individuals with a high degree of perceived responsibility take adequate care of their clothing such that others may reuse these items in the future. Given their effort to maintain their clothing for long-term use, they are more willing to donate SHC. Such individuals may also have greater confidence in the hygienic aspects of their clothing. In general, SHC adoption is deterred by the stigma of being unclean, substandard and conducive to spreading disease. A person's perception of hygiene may be affected by the SHC's appearance, cleanliness, smell and usability. Understandably, those who perceive their clothes as hygienic are more inclined to donate. Finally, perceived seriousness refers to a consumer's sense of responsibility towards the environment. Many individuals are concerned about how clothing gets thrown into landfills and how prod...