Abstract:

This study aims to understand consumer’s clothing disposal behaviour among Generation Y. Generation Y are stylish consumers that have high level of interest in shopping and have a tendency to change their brand choices in response to rapidly changing fashion. With the trend of frequent apparel purchasing by fast fashion retailers, there is a need to understand on how the young fashionable consumers are disposing their seasoned clothes. Survey instrument was used to collect the data of 205 respondents of Generation Y. The results show that clothing disposal behaviour is directly affected by environmental economic factors and philanthropy behaviour. The findings provided valuable insight to the government and the related authorities or organizations to develop strategies for encouraging clothing recycling rate among the young consumers.