Generation Z’s Intentions Towards Sustainable Clothing Disposal: Extending the Theory of Planned Behavior

Abstract

The objective of the study is to propose and empirically examine a model of the determinants of Generation Z apparel consumers’ intentions to dispose of their used clothing in a sustainable way, via clothing collection and recycling boxes established in fashion retail stores. The study builds upon the acknowledged model for human behavior predictions, the Theory of Planned Behavior, and enhances it by the inclusion of green consumption values. A survey performed in Serbia by means of self-administered questionnaire resulted in 386 responses. Structural equation modeling (SEM) indicated perceived behavioral control as the most influential determinant of customers’ intentions to dispose of used clothing via clothing collection boxes. Subjective norms, in spite of insignificant direct impact on intentions, emerged as the second most relevant determinant of customer disposal intentions, in terms of total effect, followed by green consumption values and attitudes. Implications of the study are discussed and limitations and future research directions are noted.