Sustainable Wardrobe: Recycled Clothing Towards Sustainability and Eco-Friendliness

Abstract Apparel is an essential aspect of our daily lives, but it comes with a high environmental cost. The production and disposal of clothing contribute to pollution, greenhouse gas emissions, and the depletion of natural resources. However, recycled clothing presents an opportunity to reduce the impact of the fashion industry on the environment. The fashion industry is a major contributor to both social and environmental issues, starting from the manufacturing process and ending with consumer disposal habits. Despite up to 95% of discarded clothing being reusable or recyclable, every year, about 150 million tons of apparel and footwear are sold worldwide, with 85% of them ending up in landfills or being incinerated. The lack of consumer awareness and inadequate infrastructures in many countries are key reasons for this. To tackle this issue, the industry needs to move away from the current linear "take-make-dispose" system. Many clothing brands have already adopted recycling and sustainability as their slogans, and new clothing technologies such as producing fibers from discarded materials, dyeing fabrics without water, and creating zero-waste patterns are providing innovative ways to ensure a clean and green environment. This study investigates the impact of environmental concerns, perceived value, personal norms, and willingness to pay on consumers' intentions to buy recycled clothing, providing valuable insights for recycled clothing marketers and filling a research gap in consumer behavior literature. By choosing recycled clothing, consumers can support sustainable production practices and contribute to a cleaner and healthier planet. Individuals can contribute positively to the environment by making conscientious choices when they make purchases.