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Determinants of consumers’ willingness to participate in fast fashion brands’ used clothes recycling plans in an omnichannel retail environment

  • 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.

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Metadaten
Author of HS ReutlingenLaßleben, Hermann
URN:urn:nbn:de:bsz:rt2-opus4-35504
DOI:https://doi.org/10.3390/jtaer16070181
ISSN:0718-1876
Erschienen in:Journal of theoretical and applied electronic commerce research
Publisher:MDPI
Place of publication:Basel
Document Type:Journal article
Language:English
Publication year:2021
Tag:fast fashion; omnichannel retailing; sustainability; used clothes recycling; willingness to participate in used clothes recycling plans
Volume:16
Issue:7: Emerging Topics in Omni-Channel Operations
Page Number:16
First Page:3340
Last Page:3355
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY - Namensnennung 4.0 International