Sustainable Fashion Consumption: Advocating Philanthropic and Economic Motives in Clothing Disposal Behaviour

Siti Hasnah Hassan, Jasmine A. L. Yeap and Nabil Hasan Al-Kumaim
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Siti Hasnah Hassan: School of Management, Universiti Sains Malaysia, Gelugor 11800, Malaysia
Jasmine A. L. Yeap: School of Management, Universiti Sains Malaysia, Gelugor 11800, Malaysia
Nabil Hasan Al-Kumaim: Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka (UTeM), Melaka 75450, Malaysia

Sustainability, 2022, vol. 14, issue 3, 1-17

Abstract: The fast fashion market is becoming popular, escalating and aggravating the throwaway culture phenomenon. Thus, it is valuable to understand the factors that influence sustainable fashion consumption and the clothing disposal pattern among young consumers in developing countries like Malaysia. Data were obtained from the online survey of 324 young adults aged 18 to 35 and were analysed using the Partial Least Square using SmartPLS (v.3.3.3i). The findings indicate that personal norms, social norms and environmental awareness were the key influencing factors of sustainable fashion consumption. Consequently, sustainable fashion consumption exhibited a positive and significant relationship towards philanthropic and economic reasons for clothing disposal behaviour. The insights from this study will assist practitioners, green manufacturers, business owners and policy makers in giving a clearer picture of what motivates sustainable fashion consumption and the clothing disposal behaviour of today’s young adults.

Keywords: sustainable fashion consumption; personal norms; social norms; environmental awareness; philanthropic disposal behaviour; economic disposal behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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