Generational Cohort Comparisons of Fashion Disposal and Hoarding Behaviors

Abstract

The aim of this research was to compare post-purchase behaviors of fashion items focusing on participation in recycling, hoarding tendencies, keeping unworn items in the closet, and discarding among Millennials, Generation Xers, and Baby boomers. This study applied generational cohort theory to post- purchase behaviors of fashion items. A nationwide representative sample of U.S. consumers was used to collect data. A total of 443 respondents consisting of millennials (N=114), generation Xers (N=115), and baby boomers (N=214) completed a web-based survey questionnaire. MONOVA was used to compare participation in recycling, hoarding tendencies, keeping unworn fashion items in the closet, and discarding them among the three generations. Results revealed that millennials hoarded significantly more unwanted fashion items than generation Xers and baby boomers. Baby boomers participated significantly less in recycling than millennials and generation Xers. No significant mean differences were found in keeping unworn fashion items in the closet and discarding among the three generational cohorts. This study suggests that regardless of generational cohort memberships, the public media should educate consumers emphasizing the importance of recycling, featuring the recycling process and benefits. Marketing campaigns should promote consumers to participate in recycling. A fashion item is a semi-durable product that needs to be disposed of at the final stage of consumption. Although consumers are encouraged to participate in recycling to protect the environment, little attention is paid to fashion post-purchase behaviors. Comparing differences in participation in recycling, hoarding tendencies, and discarding behaviors among Millennials, Generation Xers, and Baby boomers is a new research area.