Consumer attitude and disposal behaviour to second-hand clothing in Ghana

Abstract

The issue of second-hand clothing which is exported from Europe and America into the African market remains a critical problem that poses threats to the eco-system. These clothing are sometimes unusable and have a limited life span which is eventually disposed of into landfills and water bodies. Thus, producing smells and toxic chemicals that pollute the air and environment when burnt or left to decompose. These indiscriminate disposals have been a major concern to citizens, stakeholders, and Governments. With the recurring threats posed by this practice, new technological innovations have been proposed and developed by leading brands and new start-ups in the industry to limit such negative impacts. Several studies on second-hand clothing are from the Global South, with limited research conducted by researchers within developing countries to understand the influence of behaviours and attitudes of consumers on the purchase of this clothing. Hence, this paper presents the first attempt to understand consumer attitudes towards the purchase and disposal of second-hand clothing in the environment of Ghana. Furthermore, the initial sections of the paper highlight new technologies and approaches developed by global brands and start-ups in Africa to curb second-hand clothing waste. A structured online questionnaire was developed and used to collect empirical data from 135 consumers in the Ashanti and Greater Accra regions of Ghana, a context that few studies have focused on. The regression analysis revealed that both attitude and disposal behaviour have a significantly positive influence on the consumption intention of consumers. Lastly, attitude had a positive and no significant impact on the relationship between disposal behaviour and consumption intention. Findings contribute to appropriate policy and regulation formation, the need for education, and environmental perspectives on the effects of these clothing for the implementation of circular initiatives. Hence, the study recommends the provision of waste bins, the establishment of recycling plants, and the enforcement of strict regulations to limit the importation of second-hand clothing into the Ghanaian markets.