Understanding US millennials' perceived values of denim apparel recycling: insights for brands and retailers

Abstract

Given the importance of denim jeans recycling in the sustainability movement of today's apparel industry, in the context of rising consumer environmentalism, this study aimed to identify the key factors influencing the US millennial consumers' willingness to recycle their denim apparel to brands or retailers that offer recycling services. Consumer perceived value (CPV) model provides the theoretical framework and guides the primary data collection. Based on analysis of 15 in-depth interviews, five main values identified are the perceived social, financial, emotional, convenience and ecological values of denim apparel recycling. Each of these main values has sub-themes. The findings can help apparel brands and retailers to better design and execute their recycling programs by targeting millennials who are considered as the primary drivers of fast fashion consumption. Through revealing consumer perceived values from recycling denim apparel, this study adds theoretical insights to academia and suggests practical solutions to companies.