Identifying Factors Influencing Consumers’ Choice of Disposal Channels Regarding Children’s Clothing in China

Wenjun Guo () and Eunyoung Kim ()
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Wenjun Guo: Southampton International College, Dalian Polytechnic University, Dalian 116034, China
Eunyoung Kim: School of Knowledge Science, Japan Advanced Institute of Science and Technology, Nomi 9231292, Japan

Sustainability, 2023, vol. 15, issue 16, 1-17

Abstract: The disposal of undesired clothing, a crucial phase in consumers’ post-purchase decision-making process, significantly impacts the environment. However, behavior regarding the disposal of children’s clothing, a hitherto unexplored research area, differs from that of adults’ clothing due to the unique physical features of children. Investigating consumers’ behavior regarding the disposal of children’s clothing is thus essential. Accordingly, this study aimed to identify factors influencing consumers’ choice of disposal channels regarding children’s clothing in China. Specifically, the study seeks to answer two sub-questions: (1) What are the factors that influence consumers’ choice of conventional disposal channels for children’s clothing? and (2) what is the usage status of online clothing recycling platforms among consumers, and what are the barriers and facilitators for their adoption? Data were collected through a combination of quantitative closed-ended questions and a qualitative open-ended question from an online survey involving 259 mothers of children aged 4 to 12 years. The quantitative data were analyzed using binary logistic regression, whereas the qualitative data were analyzed using thematic analysis and Chi-square by employing the capability, opportunity, and motivation–behavior model (COM-B). The findings show that Chinese consumers’ choice of conventional disposal channels for children’s clothing is influenced by reasons related to poor fit and clothing damage, mother’s age, and family’s annual family income level. Moreover, the study reveals that online clothing-recycling platforms as an emerging disposal channel are not widely accepted due to various barriers, including psychological capability, physical opportunity, social opportunity, and reflective motivation. Therefore, the insights gained from this study provide guidance to consumers, recyclers, public policymakers, and practitioners in the children’s clothing industry towards children’s clothing disposal, aiming to promote sustainable disposal behavior.

Keywords: children’s clothing; disposal behavior; disposal reasons; conventional disposal channels; online clothing recycling platforms (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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