Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies

Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies AbstractThe aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Autex Research Journal de Gruyter

Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies

Loading next page...
 
/lp/de-gruyter/attitudes-of-young-european-consumers-toward-recycling-campaigns-of-Qg7Lp3qk8H
Publisher
de Gruyter
Copyright
© 2019 Magdalena Grębosz-Krawczyk et al., published by Sciendo
ISSN
2300-0929
eISSN
2300-0929
DOI
10.1515/aut-2018-0057
Publisher site
See Article on Publisher Site

Abstract

AbstractThe aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.

Journal

Autex Research Journalde Gruyter

Published: Dec 1, 2019

There are no references for this article.