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Factors influencing the intention to perform in-store recycling: A qualitative study applying the Theory of Planned Behaviour to the Swedish fashion industry
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Due to the fashion industry being one of the most polluting industries in the world with more clothing than ever being thrown away, attention has been brought to the need for more sustainable clothing behaviours. Therefore, the in-store recycling boxes have been introduced as an alternative for recycling. Previous literature has focused mainly on companies’ perspectives or consumers purchasing behaviours, hence there is a gap for literature on consumers’ disposal and recycling behaviours.

Purpose: The purpose of this study is to examine what factors influence consumers’ intentions to use in-store recycling boxes. This will be done by applying the Theory of Planned Behaviour by Ajzen (1991).

Method: A qualitative approach in terms of two focus groups and two individual interviews was applied. The study was made on the consumers’ perspectives, and therefore the participants were 11 Swedish female students.

Conclusion: The empirical findings and analysis toward previous literature and theoretical framework revealed that the main factors influencing consumers’ intentions to use in-store recycling boxes are lack of information about the recycling process, the possibility to drop off damaged clothing, and the developing possibility to make new clothing out of recycled materials. The lack of information had the greatest impact, which was unfavourable toward the intention to perform the behaviour and hence obstructed the participants from using in-store recycling boxes.

Place, publisher, year, edition, pages
2018. , p. 69
Keywords [en]
Recycling, In-store recycling, Clothing recycling behaviour, Clothing disposal behaviour, Theory of Planned Behaviour
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-42345ISRN: JU-IHH-FÖA-1-20190770OAI: oai:DiVA.org:hj-42345DiVA, id: diva2:1272186
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-01-14 Created: 2018-12-18 Last updated: 2019-01-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf