ABSTRACT
The hyper-consumption of mainstream fashion is in contrast with sustainable consumer behaviours. As much as 70% of textile-based consumer waste is sent to landfill or incineration. The purpose of this paper is to focus on exposing consumers’ behavioural patterns when it comes to the phases of purchase, use and disposal. In this explanatory sequential study, a survey with 353 consumers was first conducted in the UK. The findings of the survey were used to inform a series of consumer focus groups which were conducted in four European countries. Regarding disposal, over one quarter of respondents across all demographic categories reported throwing old clothes in the bin, with convenience a major factor in decision making. Focus group outcomes confirm consumers’ lack of awareness about textile recycling opportunities (as opposed to reuse) and highlight quality and convenience as drivers of decision making.
