TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Shao, Peng
A1  - Lassleben, Hermann
T1  - Determinants of consumers’ willingness to participate in fast fashion brands’ used clothes recycling plans in an omnichannel retail environment
JF  - Journal of theoretical and applied electronic commerce research
N2  - Omnichannel retailing and sustainability are two important challenges for the fast fashion industry. However, the sustainable behavior of fast fashion consumers in an omnichannel environment has not received much attention from researchers. This paper aims to examine the factors that determine consumers’ willingness to participate in fast fashion brands’ used clothes recycling plans in an omnichannel retail environment. In particular, we examine the impact of individual consumer characteristics (environmental attitudes, consumer satisfaction), organizational arrangements constitutive for omnichannel retailing (channel integration), and their interplay (brand identification, impulsive consumption). A conceptual model was developed based on findings from previous research and tested on data that were collected online from Chinese fast fashion consumers. Findings suggest that consumers’ intentions for clothes recycling are mainly determined by individual factors, such as environmental attitudes and consumer satisfaction. Organizational arrangements (perceived channel integration) showed smaller effects. This study contributes to the literature on omnichannel (clothing) retail, as well as on sustainability in the clothing industry, by elucidating individual and organizational determinants of consumers’ recycling intentions for used clothes in an omnichannel environment. It helps retailers to organize used clothes recycling plans in an omnichannel environment and to motivate consumers to participate in them.
KW  - fast fashion
KW  - omnichannel retailing
KW  - sustainability
KW  - used clothes recycling
KW  - willingness to participate in used clothes recycling plans
Y1  - 2021
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-35504
SN  - 0718-1876
SS  - 0718-1876
U6  - https://doi.org/10.3390/jtaer16070181
DO  - https://doi.org/10.3390/jtaer16070181
VL  - 16
IS  - 7: Emerging Topics in Omni-Channel Operations
SP  - 3340
EP  - 3355
S1  - 16
PB  - MDPI
CY  - Basel
ER  -