Esther Oluwadamilola Olufemi Rotimi

Purpose: The purpose of this study is to apply and extend the predictors within the theory of planned behaviour (TPB) to understand consumers' behaviour toward recycling end-of-life garments among Australian consumers. The predictors explored within this study include attitude, perceived behavioural control, subjective norms, self-identity, general recycling behaviour eco-literacy, self-efficacy, intentions to recycle and behaviour to recycle end-of-life garments.Design/methodology/approach: Data were collected from a sample of consumers across all eight recognised states/territories in Australia through survey questionnaires. A total of 481 usable responses were analysed using structural equation modelling.Findings: Results show positive relationships between the factors explored with all hypotheses supported. The findings of this study have theoretical and managerial implications. They (1) provide an insight into the significant factors that influence consumers' recycling behaviour amongst Australian fashion consumers; (2) bridge the gap in the explanatory nature of TPB by extending this theory; (3) call to develop marketing campaigns to educate consumers on the impact of fashion waste; (4) suggest the need for provision of household textile collection bins at a national level and (5) highlight the need for policy reform on garment recycling enabled by the Australian government.Originality/value: This study is part of the limited studies that focus on the recycling of consumer fashion waste within the Australian context. Little research has also applied the TPB to end-of-life fashion products with a focus on recycling. In addition, no study to the authors' knowledge has, in combination, explored self-efficacy, self-identity, general recycling behaviour and eco-literacy as predictors of intentions to recycle end-of-life garments.

Fashion is characterised by rapidly changing trends and consumption patterns which have led to complexities and dynamism of the fashion supply chain (SC). Excessive generation of wastes highlights the need for innovative ways to address unsustainable practices by feeding the waste back into the supply chain system. This paper reviews the extant literature on sustainability within the fashion industry’s supply chain to establish available sustainability practices to manage post-consumer textile waste (PCTW) at garment end of lifecycle. Four sustainable practices emerged from the review—education and engagement, recovery and redistribution, reuse, and recycling—and are central to a framework that shows the interaction of garment end of lifecycle practices and could the achievement of strategic competitive advantage. Our findings emphasise the importance for interaction and collaboration between consumers and retailers and further involvement of the entire supply chain. In addition, sustainability paradoxes were evident across the sustainable practices. To avoid this, for retailers are urged to shift towards cradle to cradle (closed loop) lifecycle supply chains. Furthermore, retailers should evaluate the practices they adopt by questioning their aim in the achievement of sustainability. We suggest that firms should consider the entire supply chain when adopting a sustainable practice and each agent’s role in achieving the overall outcome of sustained competitive advantage.