How the E-commerce Reuse Experience Influences Clothing Disposal Behaviors of Consumers

Abstract

This study focuses on the consumer experience of e-commerce reuse, a concept which has become popular in recent years. The paper analyzes the influence of the e-commerce reuse experience on clothing disposal behaviors by consumers. The results/analysis of an online survey targeting females aged 15-49 revealed that consumers prefer e-commerce reuse to conventional reuse routes, such as secondhand stores, if they have the opportunity to experience sales using e-commerce reuse. Even if a consumer does not currently use e-commerce reuse modes, wasteful behavior surrounding unnecessary clothing disposal can be prevented. At the same time, reuse behavior using a secondhand store gets promoted if a consumer has taken up e-commerce reuse in the past. These results indicate that through the experience of e-commerce reuse, consumers are learning about this re-use method and better recognize the reusability of clothing they no longer need.