Factors Affecting Sustainable Clothing Disposal Among the Millennial and Gen Z Consumer Segments
Abstract
Fashion waste has doubled over 20 years due to fast fashion and consumptive behavior, posing a severe environmental problem. Despite awareness campaigns, the issue persists. This paper focuses on the sustainable clothing disposal behavior of young Indonesian consumers. It identifies factors influencing their clothing disposal, examines cultural and social influences, and suggests strategies for promoting sustainability. An online survey involving 22 Gen Z participants (aged 16-22) in both urban and rural areas in Indonesia was conducted. Most respondents engaged in unsustainable disposal practices, with factors including damage, disuse, trend irrelevance, size mismatch, and unsuitability. Environmental awareness was found to be a significant influence. This study underscores the need for increased awareness and education among young Indonesian consumers to promote sustainable clothing disposal and mitigate the fashion industry's environmental impact
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