Sustainable post-purchase behaviour of consumers of fashion textile products

Abstract

Sustainable consumption is crucial for advancing the circular economy envisioned by the European Union in its Circular Economy Action Plan. This framework emphasizes that, alongside corporations adopting more sustainable production processes, consumers must also contribute to a sustainable future by altering their consumption patterns and lifestyles. A key aspect of consumer behaviour involves preferences for new versus second-hand products and actions taken post-purchase. To deepen understanding in this area, our research analyses consumers’ sustainable post-purchase behaviours related to fashion (textile) products, focusing on the factors influencing their intentions to reuse, repair, and recycle. We conducted a representative survey of 500 residents in Budapest, Hungary, employing clustering techniques and structural equation modelling grounded in the Theory of Planned Behaviour (TPB). Our findings indicate that consumers who purchase second-hand fashion products are slightly more likely to engage in sustainable post-purchase activities. We identified and characterized four distinct clusters of fashion consumers based on their post-purchase behaviours. Moreover, we found that attitudes have a relatively minor influence on repairing and giving away old fashion items, whereas social norms and perceived behavioural control play a more significant role.