How to motivate the consumers to bring back their end-of-use clothes in-store?

Details

Supervisors

Thierry Brechet

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

This thesis focuses on take-back programs proposed by clothing brands. The development of this initiative gives the opportunity to the consumer to bring back end-of-use garments in stores. Other sustainable disposal methods already exist (giving to charity, to friends, etc.). The take-back programs add another opportunity to divert post-consumer garments from the landfills. Figures report that between 75% and 85% of post-consumer clothes go “to landfill or incineration at the end of their first use cycle” (GreenBlue, 2017, p. 16). The first goal of this study is to encourage consumers to make use of more sustainable options for their end-of-use clothes. Next to the environmental opportunity, this initiative enables the brands to play on their brand equity, including leveraging secondary brand associations. Finally, the programs lead to consumers loyalty and to sales, thanks to the financial incentives. A voucher is most of the time offered to the consumers as a reward for their participation. We have tried to find the factors on which the brands can play to motivate the consumers to bring their end-of-use clothes in shops. Four main elements have been identified in the literature: the convenience of the method, the environmental aspect, the social aspect and the financial incentives. Convenience: people are driven by the utilitarian aspect of clothing disposal. Frequent visitors express more intention to make use of the programs. Environment: the ecological aspect stressed in the communication of the brands is the factors which is reported as the most motivating to get involved. Social: charity organizations have succeeded to set a strong connection between charity and the disposal of clothes in people’s mind. The attitude of people toward this method is more favorable than toward any other method. The clothing brands could also capitalize on this element if linked with their brand image. Financial incentive: The voucher has a moderating effect on the inconvenience and on the social aspect. We have noticed the positive effect it has on the intention of consumers.