Assessing Consumer's Purchase Practices and their Awareness on use and disposal of Second-hand Clothes

Abstract

Purpose: The paper investigated the behaviour of consumers in their purchase, use and disposal of second-hand clothes. Despite education on sustainable practices globally, consumers still have behavioural problems with their practices, which need attention. The paper further looked at how these behavioural practices by consumers can be dealt with in the fashion industry. Methodology/Design: The study was conducted using the quantitative approach. Data was collected from 400 participants using Google Forms in the Upper East Region of Ghana. Findings: The study revealed that quality, price, comfort, trend, among others, are some of the factors that influence consumers' decision-making during the purchase of clothes. Provision of waste bins at advantage points for the collection of unwanted clothes, and introduction of recycling centres were some of the suggestions by consumers. The study also revealed that proper disposal of clothes can be possible if rules and regulations are put in place. Education, price, and attitude were some of the challenges outlined that hinder consumer awareness of sustainable practices in the fashion industry. Practical and Social Implications: The findings of this study are to contribute to awareness creation on sustainable practices of second-hand clothing use and disposal for consumers. This study will help create a strategic framework to mitigate the purchase of second-hand clothes, their use and disposal practices after use. Originality: The study is designed to create awareness for consumers on sustainability and practices on the purchase and use of second-hand clothes. This will enhance proper consumption and disposal of used clothes.