What about disposition? Exploring millennials’ clothing disposal behaviours in fashion-oriented impulse buying.

Sammanfattning: The frequent restocking of stores and constant promotional offers associated with fast fashion presents the physical cues for consumers to engage in fashion-oriented impulse buying. This consumption behaviour has led to over consumption and the underutilization of clothes, adding to the problems of textile waste all over the world. Despite the increasing interest in consumers’ disposition behaviours, the concept has not been studied in relation to fashion-oriented impulse buying. Thus, to fully understand consumers post-purchase behaviours, particularly by focusing on clothing disposition behaviours after engaging in impulse buying, the current study explores the methods and motivations for the use of specific clothing disposal behaviours of 15 millennials. Using semi-structured interviews allowed the researcher to gain in-depth information about consumers’ disposal behaviours. Analysis of the data gave rise to the use of six clothing disposition methods: hoarding, giving out to friends and/or family, reusing, donating to charity shops and bins, reselling through Facebook and eBay and swapping between friends. Motivations for the use of disposal method were based on convenience and ease with the disposal method, the desire to serve greater good, clothing characteristics, personal benefits, avoiding feelings of guilt or regret, and consideration of future usefulness of the clothing item. The findings from this study provide new insights into consumers clothing disposal behaviours and points out managerial and practical directions for solving the increasing problem with textile waste.