The fast fashion industry has enhanced the economic growth by revolutionizing the garments market, but its deteriorating impact on the environment is lately found to be a matter of serious concern. While several researchers are working on multitude of approaches to address the underlying issues, garments recycling is being considered to have a significant impact. However, to ensure a promising result it is imperative that we understand the consumer’s perspectives. This chapter examines the psychological factors that influence people’s decision to garment recycling. The chapter explores different aspects of recycling behaviours such as attitudes, subjective norms, perceived behavioural control, and self-identity. It draws upon well-established frameworks such as the Theory of Planned Behaviour and Value-Belief-Norm theory. Further, keeping circular economy in the context, the text explores the economic feasibility of garment recycling, emphasising the importance of incentives and creative business models to foster sustainable practices. The impact of recycling behaviours is evaluated by examining social trends such as heightened environmental consciousness and the social media’s influence. The chapter also explores the impact of social comparisons and personal branding on individuals’ choices to recycle garments. Subsequently, the important barriers that impede garment recycling, and some solution approaches are discussed in detail. Towards the end the chapter delineates the future avenues of research. This chapter serves as a reference material for the decision makers, policy makers, industrialists, and researchers to create successful approaches that encourage garment recycling and support the development of a fashion industry that is circular and more sustainable.

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From Fast Fashion to Sustainable Cycles: Exploring the Psychological and Social Drivers of Garment Recycling

  • Bhumika Achhnani,
  • Pulok Ranjan Mohanta,
  • Sunali Bindra

摘要

The fast fashion industry has enhanced the economic growth by revolutionizing the garments market, but its deteriorating impact on the environment is lately found to be a matter of serious concern. While several researchers are working on multitude of approaches to address the underlying issues, garments recycling is being considered to have a significant impact. However, to ensure a promising result it is imperative that we understand the consumer’s perspectives. This chapter examines the psychological factors that influence people’s decision to garment recycling. The chapter explores different aspects of recycling behaviours such as attitudes, subjective norms, perceived behavioural control, and self-identity. It draws upon well-established frameworks such as the Theory of Planned Behaviour and Value-Belief-Norm theory. Further, keeping circular economy in the context, the text explores the economic feasibility of garment recycling, emphasising the importance of incentives and creative business models to foster sustainable practices. The impact of recycling behaviours is evaluated by examining social trends such as heightened environmental consciousness and the social media’s influence. The chapter also explores the impact of social comparisons and personal branding on individuals’ choices to recycle garments. Subsequently, the important barriers that impede garment recycling, and some solution approaches are discussed in detail. Towards the end the chapter delineates the future avenues of research. This chapter serves as a reference material for the decision makers, policy makers, industrialists, and researchers to create successful approaches that encourage garment recycling and support the development of a fashion industry that is circular and more sustainable.