Sustainability and Social Responsibility

U.S. Millennials’ Intention to Donate Used Clothing: A Study of the Determinants

Authors: Audrey Nelson (Washington State University) , Dan Liang (Washington State University) , Rebecca Anderson (Washington State University) , Ting Chi (Washington State University) , Zihui Zhao (Washington State University)

Abstract

While there is vast information on the spending power of millennials and potential for them to contribute to sustainable apparel movement, there is alack of knowledge on the factors that motivate millennials to donate their used clothing.  This study aimed to identify the key factors influencing the U.S. millennials’ intention towards used clothing donation.  302 eligible responses were gathered for data analysis and hypothesis testing.  Multiple regression method was applied for determining the proposed statistical relationships.  The U.S. millennials’ intention to donate used clothing are significantly affected by consumers’ attitude towards used clothing donation, injunctive norms, moral norms, perceived behavioral control, perceived hedonic value, perceived utilitarian value, perceived consumer effectiveness, and none of demographic variables impose directly significant impact on millennials’ intention to donate used clothing.

Keywords: used clothing donation, Determinants

How to Cite: Nelson, A. , Liang, D. , Anderson, R. , Chi, T. & Zhao, Z. (2019) “U.S. Millennials’ Intention to Donate Used Clothing: A Study of the Determinants”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.8239