Apparel disposal in the South African emerging market context : exploring female consumers’ motivation and intent to donate post-consumer textile waste

Abstract

Globally, textile waste is cause for much concern with attention devoted toward waste reduction strategies throughout the value chain, but also more specifically at the end-of-life, when consumers are urged to donate, recycle or resell unwanted apparel. Studies in developed countries have provided much insight surrounding consumers’ apparel disposal, but the topic remains understudied in emerging economies. Using a combination of the Theory of Planned Behavior (TPB) and the Norm Activation Theory (NAT), this study explores female consumers’ motivation and intention to sustainably dispose of post-consumer textile waste in the South African emerging market context. Adopting a non-probable purposive sampling procedure, 315 females between 18 and 65 years were recruited, as they often fulfill decisive roles in the disposal of unwanted apparel. Scale items derived from prior research were adapted and included in a structured, self-administered web-based questionnaire to collect data. Exploratory and confirmatory factor analysis revealed eight factors, namely awareness of environmental consequences, social norms, personal norms, perceived behavioral control, attitudes as well as their intent to donate, resell and reuse/ recycle apparel. Focusing on donation as respondents’ preferred method of disposal, a structural equation model was devised that reveals the underlying motivational factors that contribute to their willingness to donate. The findings offer a meaningful contribution toward current debates surrounding the utility of TPB and NAT to predict intent. The study also delivers a much-needed African perspective on the underpinnings of consumers’ apparel donation, which may serve as a basis for waste reduction strategies and direct future investigation.