APPAREL USAGE AND DISPOSAL BEHAVIOUR OF WOMEN MILLENNILAS AND POST-MILLENNILAS

Abstract

The study - Apparel usage and disposal behaviour of women millennial and post-millennial aims at analysing the consumer behaviour in usage and disposing of clothes. The two main generations taken into consideration are Millennial and Gen z (People who born during 1981-1996 belong to millennial generation and women who born during 1997-2012 are categorised as post-millennial generation). The study compares the apparel usage and disposal behaviour of millennials and Gen z and also examine the factors moderating the intention to dispose and disposal behaviours. The base theory considered is Theory of planned Behaviour. Convenience sampling method is used for data collection. The population size was unknown and the sample size is 274 women respondents. A Structured questionnaire has been designed and used to collect the needed primary data. Data collected through questionnaire are analysed using various analysis like cross tabulation, weighted average and chi-square analysis. The comparison secured desired results. It is proved that there is a huge difference between millennial and Generation Z. Millennial are using and disposing their clothes in a proper way comparing to post-millennials. Lack of awareness about proper disposal of clothes is one of the major factors for improper disposal and people doesn’t have enough provisions to dispose their clothes properly. Some Women are throwing their clothes in garbage can this leads to landfills and can cause huge damage to environment. Generation z prefers to trade their used clothes in online portal and millennials prefer to resell their garments for money.