The Influence of Shopping Orientation on Difficulty Discarding and Disposal Behavior of Fashion Products

Abstract

: Due to the rapid expansion of fashion, consumers easily purchase fashion products, the period of wearing apparel is shortened, and the occurrence of clothes piling up in the closet is increasing. In order to induce and suggest rational consumption and disposal actions, research focused on the factors influencing difficulty discarding and disposal behavior toward a fashion product is needed. Thus, this study considered fashion-shopping orientation as a variable affecting difficulty discarding and disposal behavior toward fashion products. A total of 325 questionnaires were collected, and 11 were discarded due to partial responses or missing data. Finally, a total of 314 survey questionnaires were analyzed. Frequency, exploratory factor, reliability, and multiple regression analyses were employed for data analysis using SPSS 23.0. The study results were as follows. First, hedonic and economic shopping orientation positively affected difficulty discarding a fashion product, whereas rational shopping orientation negatively affected difficulty discarding a fashion product. Second, hedonic, economic, and conspicuous shopping orientation positively affected reuse behavior among disposal behavior toward a fashion product. Third, trend-seeking and convenient shopping orientation positively influenced handover behavior. Fourth, economic and conspicuous shopping orientation positively affected separation discard behavior. The results of this study provide various guidelines for manufacturers and retailers of fashion products.

Orientasi Konsumen Thrift Branded Berdasarkan Frekuensi Belanja dan Jenis Toko

“…Sedangkan konsumen yang memiliki frekuensi belanja yang rendah, dikarenakan orientasi belanjanya hanya kepada kebutuhan hidupnya saja. Hasil ini juga sejalan dengan beberapa penelitian sebelumnya seperti pada penelitian dari (Park et al, 2016). Di mana dalam penelitian tersebut juga menunjukkan hasil yang sama bahwa terdapat perbedaan orientasi konsumen berdasarkan frekuensi belanja thrift branded.…”

“…Penelitian yang dilakukan oleh Cervellon et al (2012), Ferraro et al (2016, Park et al (2016), Hur (2020), Zhang & Cude (2018), Giovannini et al (2015), maupun Norum & Norton (2017) menunjukkan adanya perbedaan orientasi konsumen menurut frekuensi belanja thrift branded, dengan intensitas atau frekuensi berbelanja yang tinggi maka orientasi yang timbul akan semakin beragam dan begitu pun sebaliknya. Lalu pada jenis toko yang ada akan memengaruhi orientasi konsumen saat berbelanja.…”

Sustainable Fashion Consumption: Advocating Philanthropic and Economic Motives in Clothing Disposal Behaviour

“…Consumers with higher educational levels, environmental knowledge, social status, and who are married usually have a greater tendency to display philanthropic dispositions [30]. The consumers will most likely donate and give away the clothes they paid a high price to obtain [31,32].…”

“…In other words, economic concerns have driven people to resell and reuse clothing [34]. Past studies also discovered that consumers, regardless of educational level, displayed the economic dispositions in their disposal behaviours, such as reselling the high-value clothes they acquired to earn some returning revenue [2,27,31,32]. In addition, a financial crisis might trigger the economic reasons for the disposal behaviours of the consumers.…”