Sustainability and Social Responsibility

Why Do Loyal Consumers Participate in Fashion Take-Back Programs? Social Exchange Perspective

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Abstract

Many leading fashion brands, including Patagonia, H&M, and Levi's, offer take-back programs that incentivize customers to return used clothing for monetary rewards, enabling brands to resell, recycle, or donate items. Based on social exchange theory, this study posits that loyal consumers are more likely to participate in these programs due to owning more items from repeated purchases and perceiving greater benefits than non-loyal consumers. Brands, in turn, sustain engagement by collecting products and encouraging future purchases through incentives. This study examines how brand loyalty influences perceived benefits, leading to increased participation intention, and explores how environmental concern moderates this relationship. Data from 467 U.S. consumers showed that loyalty enhanced perceived economic, environmental, and convenience benefits, enhancing participation intentions. Moreover, economic benefits increased participation intention among consumers with low environmental concerns, while environmental benefits were more effective for those with high concerns.

Keywords: Fashion take-back programs, brand loyalty, social exchange, circular fashion, fashion take-back programs

How to Cite:

Seo, H. & Jin, B. E., (2025) “Why Do Loyal Consumers Participate in Fashion Take-Back Programs? Social Exchange Perspective”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18896