The role of values, beliefs and norms in female consumers' clothing disposal behaviour

Abstract

In previous years, the importance of sustainable consumption has been neglected, and as a result, so has the disposal process. This has lead to consumers being uneducated about environmental issues associated with waste problems. The textile industry greatly contributes to waste problems; however, very little information is available in South Africa concerning the waste management of the textile industry. Furthermore, very little research has been done in this country regarding consumer’s clothing disposal behaviour. South Africa is a country with various cultures, and research conducted in this country necessitates consideration of consumers’ values, beliefs and norms. This study acknowledges the lack of sustainable lifestyle literature in a country such as South Africa that has an emerging economy and diverse cultures, and therefore provides a framework that emphasises theories and models based on pro-­‐environmental behaviour. The framework for this study focuses on the concepts of the Value-­‐Belief-­‐Norm Theory and the New Ecological Paradigm Scale as influencing factors for clothing disposal behaviour. For this study the clothing disposal methods included re-­‐using, recycling, donation, reselling and discarding. © University of Pretoria v Furthermore, both the Value-­‐Belief-­‐Norm Theory and the New Ecological Paradigm Scale are new to the consumer behaviour research field in South Africa. The study was conducted in the City of Tshwane and a sample of 306 female consumers was included. Female consumers were selected as it has been found that females tend to be more environmentally concerned than men. Respondents were reached through non-­‐ probability, purposive and snowball sampling methods. A quantitative research approach that included a cross-­‐sectional survey design was used for descriptive and exploratory purposes. Respondents completed a questionnaire that was based on objectives compiled according to the research statement. Data was coded by the researcher herself, and was further descriptively and statistically analysed by statisticians of the University of Pretoria. The results for the study indicated that the majority of the consumers included in the study mainly indicated compassionate value orientations; however, they showed only moderate concern towards the environment. Nevertheless, results showed that the majority of the sample predominantly disposes of their clothing by means of pro-­‐environmental clothing disposal methods such as recycling, re-­‐using and donation. It was however found that different value orientations, beliefs and norms had varied influences on the clothing disposal behaviour. Ultimately, the findings indicated that it is relevant to explore consumer behaviour in a country with a growing economy and with various cultures, since values, beliefs and norms had a noteworthy influence on consumers’ clothing disposal behaviour.