Reuse and Recycling of Clothing and Textiles—A Network Approach

TLDR

The rapid growth of clothing consumption in the West has increased waste, highlighting the need for a macromarketing perspective that involves diverse societal actors to promote sustainable reuse and recycling. This article aims to deepen understanding of sustainable clothing consumption by illustrating how network members view and address the issue and by linking symbolic consumption and the fashion system to macromarketing approaches for societal development. The study draws on 18 months of stakeholder meetings and a survey to present diverse perspectives and solutions for enhancing reuse and recycling, outlining both opportunities and challenges.

Abstract

The accelerated pace of consumption in the Western world has led to an increase in clothing and textiles disposed of in the garbage rather than being reused or recycled. The purpose of this article is to increase understanding of how clothing and textile consumption can become more sustainable by demonstrating how members of a network view and deal with this problem. The study is based on meetings over one and a half years and on a survey. Different views on the problem as well as various solutions on how to increase reuse and recycling of clothing and textiles are presented, including means and challenges. A macromarketing perspective, involving different actors in society, is necessary in order to make consumption more sustainable and for finding long-term solutions. We argue that understanding symbolic consumption and the fashion system can contribute to the macromarketing study of societal development from a sustainable perspective.