Behavioural determinants of consumers’ intention to reuse end-of-life garments in Australia

Abstract

Literature on garment reuse focussing on consumer behaviour and end-of-life products is scarce. Our study addresses this gap by exploring significant predictors of end-of-life garment reuse by Australian consumers. Subsequently, this study extends the theory of planned behaviour (perceived behavioural control, attitude, and subjective norms) by general recycling behaviour, self-identity, quality consciousness, eco-literacy, and self-efficacy as predictors of reuse intention and behaviour. Structural equation modelling is conducted to analyse data from a sample of 428 questionnaire responses retrieved between 16 and 22 March 2022 from Australian consumers. Our findings support the notion that the fundamental predictors of the theory of planned behaviour, along with self-efficacy, and eco-literacy, are significant predictors in understanding sustainable behaviour such as reuse. However, no significant relationships were observed between self-identity, general recycling behaviour and quality consciousness. We made theoretical contributions to literature by addressing a gap in reuse, focusing on consumer behaviour and end-of-life garments. Extending on the theoretical implications, our study contends that engaging in reuse practices must be in collaboration with the entire supply chain. This study also provides a cultural context for reuse intention and behaviour amongst Australian consumers. In a broader context, the findings from this study could reduce the number of garments sent to landfills and promote the utilisation of garments beyond one lifecycle.