1. INTRODUCTION:

The fashion industry is reputedly the world's third largest manufacturing industry, following behind the automobile and technology industries. Every year, almost 150 billion pieces of clothing are made worldwide (Zhang et al. 2021). The fast-fashion trend, in which fashion styles quickly go out-of-date, has increased and is exacerbating the phenomenon of the throwaway culture due to the expanding affluent lifestyle and purchasing power (Yee et al. 2016). The advent of technology has fuelled fast fashion in ways that allow for rapid production and frequent turnover at a reasonable price, despite the fact that the clothing's shelf life is only a few weeks (Zamani et al. 2017: Hassan et al 2022). The production and consumption chains in the fashion business are among the largest, if not the largest. According to current estimates, one in six people work in some capacity within the global fashion business, making it the sector most dependent on labour (Linder, 2016). The impact of these trends on society and the environment has become increasingly obvious, ranging from the carbon footprint inherent in a global supply chain to the reliance on vast quantities of natural resources (Brewer, 2019). Srivastva (2010), in his study stated that waste contributes not only to the emission of CO2 and methane into the atmosphere but also to the pollution of the air, groundwater, and soil.Top of Form As a result of the industry’s and academia’s extensive research on the sustainability effects of the global textiles and apparel supply chain, ongoing efforts are required to lessen the industry’s negative environmental and social impacts, from the production of raw materials to the working conditions in clothing factories to the eventual disposal of clothing products (Yan et al. 2021). Textile production is one of the main components of the Indian economy, accounting for approximately 14% of the country’s GDP. It represents one of the main economic sectors in India, accounting for 14% of industrial production. The textile sector, which employs approximately 35 million people and is the most significant industrial enterprise, is strongly tied to agriculture and rural areas (Shakya and Swami, 2021).

Fashion merchants are employing the “Here today, gone tomorrow” approach to encourage customers to visit the store more regularly and dispose of their goods more frequently, hence increasing revenue (Bhardwaj and Fairhurst, 2010). The widespread adoption of this concept has led in a large increase in worldwide apparel consumption, particularly in industrialised countries. The evolving landscape of the fashion industry has transformed consumers’ perspectives and motivations regarding fashion usage, with certain individuals utilizing fashion as a tool to distinguish themselves within society (Kumar and Kanchan, 2018). Clothes make up around 60% of all textiles consumed globally each year, and production has increased significantly over the past 15 years (by more than 100%). The fast fashion brand model has failed to reduce waste, resulting in used clothing ending up in landfills, water bodies, and open fires, with serious consequences that pose a survival challenge to biological habitats and the planet. The ever-increasing production rate of the clothing as well as their short lifespans have highlighted this failure in sustainability (Acquaye et al., 2023). Hence, it is vital to understand the attitudes of the consumer disposal behaviour in order to build a sustainable future.

There is a well-developed literature accessible on sustainable apparels in Western countries due to public awareness, but in the Asian setting, notably in India, there is relatively little research on this particular topic. Wilhelm (2009), stated in his study that “People had a high level of care for sustainability, but because they were uninformed about environmental issues and sustainable practises, this created a mismatch between their concerns and their knowledge, which eventually reflected in their purchasing behaviour.” Therefore, the researcher attempts to fill the gap in the literature by investigating consumer behaviour and their practises related to clothing disposal. Therefore, the objective of this study was twofold: (a) to evaluate the factors influencing consumer clothing disposal behaviour and (b) to explore facilitating conditions as a moderating variable that could potentially influence the relationship between Environmental Awareness and Clothing Disposal Behaviour, Environmental Economic Factors and Clothing Disposal Behaviour, and Philanthropic Behaviour and Clothing Disposal Behaviour.

The structure of the study includes introduction in the first section and a selected literature review divided into sections under various themes in the second section. Third and fourth part consists of methodology and results. Discussion of findings, conclusion and limitations and recommendations make up the concluding section.

2. LITERATURE REVIEW:

Several numbers of literatures have been reviewed on the concept which has been presented under different headings;

2.1. Fast Fashion Trend:

Fashion is characterised by various marketing elements, including low predictability, high impulse purchase, shorter life cycle, and high market demand volatility. It is described as an expression that is widely accepted by a group of individuals throughout time (Fernie and Sparks, 1998: Bhardwaj and Fairhurst, 2009). It is characterised as low-cost, trendy apparel that quickly responds to public demand by incorporating concepts from the catwalk or celebrity culture into garments sold in high-street outlets (Pingki and Kuntala, 2021). Fast fashion businesses depend on quick cycles, which include rapid development, small batch sizes mixed with a wide variety, more effective shipping and delivery, and product that is delivered "floor ready" on hangers with price tags already attached (Skov, 2002: Joy et al. 2012). Fast fashion satisfies deeply held needs for luxury apparel among youthful customers in the industrialised world, despite exhibiting no sustainability. Tendency runs their course at breakneck pace, with today's newest styles quickly eclipsing yesterday's, which have already been discarded (Kaikobad et al. 2015). Prior to fast fashion, stores had to place orders large enough to match the demand for an entire season, resulting in vast stockpiles that needed to be stored. Due to the lack of time, it was difficult to predict customer demand, which frequently resulted in markdowns and reductions at the conclusion of the season (Doeringer and Crean 2005). These issues gave way to a new supply chain model and the fast fashion sector of the apparel industry broke the mold of the fashion pyramid, which can be seen below in Figure 1 (Linder, 2016).

Figure. 1 Fashion Pyramid

Source: (Doeringer and Crean, 2005: Linder, 2016)

2.2 Environmental Awareness:

Numerous studies have indicated that consumer awareness regarding environmental issues plays a crucial role in shaping their inclination to purchase environmentally friendly products (Pagiaslis and Krontalis, 2014; Yadav and Pathak, 2016; Lee and Lim, 2020; Ho et al., 2020). Sustainability challenges, such as the ineffective disposal of textiles in the apparel sector, have garnered increased attention from researchers in both developed and developing nations in recent years (Park and Lin, 2020; Ho et al., 2020; Bianchi and Gonzalez, 2021; Zhang et al., 2021; Hassan et al., 2022). Environmental consciousness significantly influences consumer behaviour. For example, individuals aware of resource depletion and environmental degradation may approach purchasing decisions differently compared to those unaware of environmental threats. Previous studies have consistently demonstrated a positive and substantial relationship between environmental awareness and disposal behaviour (Bianchi et al., 2012; Kong et al., 2016; Ho et al., 2020), underscoring that environmental awareness promotes sustainable purchasing and disposal behaviours. Therefore, the following hypothesis was formulated to investigate the association between environmental awareness and clothing disposal behaviour.

2.2 Environmental Economics Factors:

Environmental economic factor is a measure of the consumer’s attitudes on environmental consequences on economic activities (Hanley et al. 2013). It is a combination of a consumer’s environmental and economic sense in the decision-making process (Yee et al. 2016). Previous researches make it evident that consumers who have proper knowledge about the environment have a positive and significant relation with clothing disposal behaviour (Morgan and Britwistle, 2009: Yee et al. 2016). Hence, they also tend to dispose of their clothes which give them economic benefit i.e. selling used clothes, exchanging it with new ones etc. A study conducted by Shim (1995) showed that U.S. students tend to resell their unwanted clothing to gain economic value money. Selling unwanted clothes not only serves as a potential source of revenue but also reduces the cost of waste disposal and helps to protect the environment. Yee et al. (2016) explained that the environmental economic factor does not directly affect an individual’s disposal behaviour but when an individual has a positive attitude toward clothing disposal, they behave accordingly and dispose of their unwanted clothing in sustainable ways. Therefore, the following hypothesis is framed to study the relationship between environment economic factors and clothing disposal behaviour.

2.3 Philanthropic Awareness:

A social relationship controlled by a moral obligation that links a supply of private resources to a demand of unmet needs and desires that are expressed through entreaties is referred to as philanthropy (Schervish, 1998: Yee et al. 2016). According to Hassan et al. (2022), donating unneeded garments to charitable organisations or gifting them to family and friends has been seen as a way to reduce the environmental impact. Prior studies indicated that consumers who are philanthropic aware, intend to donate their unused clothing to charities (Yee et al. 2016). Consumers with higher levels of education, environmental awareness, social standing, and who are married typically have a stronger propensity to exhibit philanthropic traits (Chang and Park, 1997). Lai and Chang (2020) stated that environmental values and prosocial behaviour influenced consumer’s willingness to donate clothes.

2.4 Facilitating Conditions:

The concept of facilitating conditions refers to an individual's current circumstances and serves as a key predictor of recycling behavioural intention (Barr and Gilg, 2006). These factors play a crucial role in determining levels of intention towards recycling and offer a framework for assessing and improving recycling initiatives by expanding the range of available services (Khalil et al., 2017). According to Hassan et al. (2022), facilitating conditions encompass a person's ability to carry out an action, their level of interest in it, the perceived difficulty of the action, their awareness of its importance, and the surrounding environment that influences their intention to engage in the action. Research has demonstrated that more favourable facilitating conditions result in higher participation rates, whereas limited accessibility leads to lower participation (Chen and Lee, 2020). In the current study, facilitating conditions serve as moderators of clothing disposal behaviour. Specifically, facilitating conditions moderate the relationships between environmental awareness and clothing disposal behaviour, environmental economic factors and clothing behaviour, and philanthropic awareness and clothing disposal behaviour.

2.6 Clothing Disposal Behaviour:

Winakor (1969), stated that clothing consumption is different from food consumption as well as from housing consumption. Disposal is the process through which consumers decide to discontinue using an undesirable or still usable goods. It refers to the decision made by the consumer to stop wearing and using the garment, whether it is still usable or not (Fenitra et al. 2021). Clothing disposal is classified as the post-purchase stage of the clothing decision-making process (Yan et al. 2021). Disposal is considered as the act of getting rid of something, whether it is discarded as waste or delivered for recycling. A study conducted by Yee et al. (2016), stated that consumers' acceptance of recycling activities, as well as their perceptions of the benefits and drawbacks of recycling, have an impact on their clothes disposal behaviour. The results of Yan et al. (2021) study showed that individuals who valued personal success and achievement in life more highly than those who did not increased the positive association between Self-perception of owning (SPO) and clothes disposal frequency. Another study by Shakya and Swami (2021), discovered that people threw away clothes primarily due to boredom with their wardrobe and a lack of storage space because they bought new items regularly and did not want to overload their wardrobe. Clothing disposal influences the environment and plays an important role, hence this research studies and integrates different factors that may influence and have an impact on consumer disposal behaviour.

3. METHODOLOGY:

3.1 Materials and Procedures:

This study was undertaken to provide an empirical understanding of clothes disposal behaviour. In order to ensure the accuracy of the data, the convenience sampling method was employed during data collection. Individual responses to self-reported survey questions were used to gather data. The 5-Likert scale was used to build the multi-item assessments that made up the questionnaire. Every scale item was evaluated using a five-point Likert scale, ranging from 1 to 5: 1 denotes strongly disagree, 2 disagree, 3 neutral, 4 agree and 5 strongly agree.

The goal of the study is to analyse the consumer behaviour towards clothing disposal behaviour. According to a survey of the literature, the research procedure in this study is as follows (Figure 2).

Figure. 2 Research procedure

First, this study examines the rising fashion trend, consumer clothes disposal patterns, the impact of environmental awareness, environmental economic conditions, philanthropic awareness, and facilitating conditions on clothing disposal through linked literature. Second, this study creates a model of consumer clothes disposal and uses an online survey to explore and analyse the causal relationships among environmental awareness, environmental economic conditions, philanthropic awareness, and facilitating conditions. Lastly, recommendations and conclusions are made for further research.

3.2 Research Framework:

Clothing disposal practises have an impact on the environment; hence it is crucial to investigate the elements that influence consumer disposal practises. The study's objective is to identify and assess the factors that affect how consumers dispose of their clothing waste. A research framework (figure 3) is developed based on literature reviews, and it is within this framework that the causal relationship between clothes disposal behaviour and environmental awareness, environmental economic factor, philanthropic awareness, and facilitating conditions will be formed and tested. In this case, the facilitating condition functions as a moderator, moderating the relationship between the dependent and independent variables.

Figure. 3 Research framework

3.3 Sampling and Data Collection Methods:

The target respondents in this study were adults from 18 to above 65 years old. The questionnaire was circulated online via Mail, Facebook, WhatsApp, etc as well as offline through convenience sampling technique. A total of 198 responses were gathered, 40 of which were eliminated during data cleaning due to insufficient information. The questionnaire structure was divided into two sections, the first part consisted of demographic questions whereas the second part contained questions related to clothes disposal behaviour of consumers. The data was collected between the period December, 2023-February, 2024.

3.4 Scale of Measurements:

The measurement items that were incorporated in the questionnaire were determined based on prior research. The environmental awareness and facilitating conditions factors were adapted from Hassan et al. (2022) study to measure the level of environmental awareness among consumers and analyse how facilitating conditions helps or have an influence on consumers clothing disposal behaviour. Next, measurement items of environmental economic factor and philanthropic awareness were also adapted from previous research study of Yee et al. (2016) where the aim was to identify the relationship between environmental economic factor, philanthropic awareness and consumer clothing disposal behaviour. The clothing disposal behaviour factor was undertaken in various studies [Hassan et al. (2022); Fenitra et al. (2021); Shakya and Swami, (2021); Pingki and Kuntala, (2021); Yan et al. (2021); Yee et al. (2016)] to analyse the consumer behaviour towards clothes disposal practices. Here, the items of clothing disposal behaviour construct were adapted from Yee et al. (2016) study. The questionnaire was measured using a 5-point Likert-type scale, ranging from 1 (strongly disagree) to 5 (strongly agree).

Table 1. Instruments and Sources

Variables	Items	Sources
Environmental Awareness (EA)	EA1: I am extremely worried about the state of the environment EA2: I become upset when I think about the harm being done to plant and animal life by pollution EA3: I think that a person should urge their friends not to use products that pollute or harm the environment EA4: I try to buy products in environmentally safe packages	Hassan et al. (2022)
Environmental Economics Factors (EE)	EE1: I prefer to Sell unwanted clothing to reduce garbage disposal problem EE2: I sell old garments for environmental reasons EE3: I resell clothing to recycle the garments that are in good condition EE4: I sell clothes for the money EE5: I trade clothing to save money	Yee et al. (2016)
Philanthropic Awareness (PA)	PA1: It is important to me to donate my clothes to charity for the needy PA2: I give clothing away to help others PA3: Clothes donation brings enjoyment to people’s lives PA4: Charity is an important way of preserving our community values PA5: Clothes donation is the responsibility of a good citizen	Yee et al. (2016)
Facilitating Conditions (FC)	FC1: I know how to recycle my unwanted clothing FC2: I know where I can dispose of my unwanted clothing FC3: I know a place to sell my packaging waste FC4: There are enough facilities to dispose of unwanted clothing FC5: Recycling my unwanted clothing is convenient	Hassan et al. (2022)
Clothing Disposal Behaviour (DB)	DB1: I recycle clothes because it is convenient DB2: I recycle clothes because I know how to recycle DB3: I am aware of how clothing can be recycled DB4: Recycling is rewarding	Yee et al. (2016)

3.5 Analytical method and Data Analysis:

The partial least squares (PLS) analysis and estimation were conducted in two steps. The first step analysed reliability and validity, while the second phase computed and confirmed the path coefficients and explanatory power of the structural model. The first two steps confirmed the reliability and validity of the constructs, verifying their relationships (Anderson and Gerbing, 1988; Hulland, 1999; Chen and Lin, 2018). The PLS approach is used by the structural equation modelling (SEM) software programme SmartPLS 4. SEM is a second-generation multivariate data analysis tool that is most typically utilised for studies in fields of social sciences since it can test theoretically supported linear and additive causal models (Thaker et al., 2020).

3.6 Hypotheses Development:

To meet the research objectives, the following hypotheses were formulated based on the research framework:

H1.

H2.

H3.

H4a.

H4b.

H4c.

Environmental Awareness positively influences Clothing Disposal Behaviour

Environmental Economic Factor positively influences Clothing Disposal Behaviour

Philanthropic Awareness positively influences Clothing Disposal Behaviour

Facilitating Conditions moderate the relationship between Environmental Awareness and Clothing Disposal Behaviour

Facilitating Conditions moderate the relationship between Environmental Economic Factor and Clothing Disposal Behaviour

Facilitating Conditions moderate the relationship between Philanthropic Awareness and Clothing Disposal Behaviour

4. RESULTS:

4.1 Respondent Profiles:

A total of 158 usable questionnaires were gathered from consumers aged from 18 to 65 years old. Results from the study indicated that the majority of the respondents were females constituting 57.6% (with f=91) and the remaining 42.4% (with f=67) were males. Regarding age, the majority of the respondents were aged between 18-25 years (representing 66.5% with f=105), followed by 27.8% (f=44) being respondents aged 26-33 years, with 3.2% (f=5) falling between 42-49 years and the least being respondents falling between the range 34-41. The majority of the respondents were single accounting to 88% (with f=139), as the percentage of married were 12% (with f=19). There were more post graduate pursuing respondents 43% (with f=68) than graduates and others. Furthermore, the occupational variables showed that the percentage of student’s respondents was the highest, constituting 70.3% (with f=111) and the least being the unemployed one (with 1.3% and f=2). The respondents were from different income backgrounds; a major part of them were earning a salary below 10,000 (with 49.4% and f=78). The second highest group were from the range above 60,000 (with 13.9% and f=22). According to the respondent's family profile, the majority of them belonged to a Nuclear Family constituting 78.5% (with f=124) consisting of 4-6 members (with 53.8% and f=85) with status as Member (with 84.8% and f=134).

Table 2. Demographic profile of the respondents

Demographics variables

Description

Total (%)

Gender

Male 67

Female 91

Other 0

42.4

57.6

Age

18-25 105

26-33 44

34-41 1

42-49 5

50-57 3

58-65 0

Above 65 0

66.5

27.8

0.6

3.2

1.9

Marital Status

Single 139

Married 19

Separated/Divorced 0

Widow/Widower 0

88.0

12.0

Educational Qualification

Under-graduate 17

Graduate 64

Post-graduate 68

Doctorate 5

Post-doctorate 1

Other 3

10.8

40.5

43.0

3.2

0.6

1.9

Occupation

Student 111

Private employee 18

Government employee 6

Business 4

Housewife 6

Self-employed 11

Unemployed 2

Other 0

70.3

11.4

3.8

2.5

3.8

7.0

1.3

Monthly Income

Below 10,000 78

10,001-20,000 15

20,001-30,000 13

30,001-40,000 16

40,001-50,000 11

50,001-60,000 3

Above 60,000 22

49.4

9.5

8.2

10.1

7.0

1.9

13.9

Family Type

Nuclear family 124

Joint family 33

Extended family 1

78.5

20.9

0.6

Family Size

1-3 members 51

4-6 members 85

7-10 members 14

Above 10 members 8

32.3

53.8

8.9

5.1

Status in the Family

Chief Wage Earner (CWE) 16

Spouse of CWE 8

Member 134

10.1

5.1

84.8

4.2 Assessment of measurement model:

A convergent validity test was conducted during the study's early phases. The loadings of the items, the average variance extracted (AVE), and the composite reliability (CR) were all critically examined in this study. Table 3 presents the findings. According to the aforementioned table, the loadings of the items above 0.7, fulfilling Hair et al (2017)'s recommended threshold. The Cronbach’s Alpha values were above 0.70, hence being acceptable. Regarding the AVE cutoff, it ought to be higher than 0.5 (Hair et al., 2009). The acceptable range for the AVEs in this investigation was between 0.596 and 0.814. Moreover, the CR value varied between 0.815 and 0.897, which is in line with the value that Hair et al. (2009) proposed.

Table 3. Results of Measurement Model

	Items	Loadings	Cronbach’s alpha	Composite reliability	AVE
Environmental Awareness (EA)	EA1 EA2 EA4	0.772 0.837 0.822	0.742	0.852	0.658
Environmental Economics Factors (EE)	EE2 EE3	0.826 0.955	0.766	0.886	0.797
Philanthropic Awareness (PA)	PA1 PA2 PA3 PA5	0.791 0.773 0.834 0.702	0.784	0.858	0.603
Facilitating Conditions (FC)	FC1 FC2 FC5	0.750 0.724 0.837	0.701	0.815	0.596
Clothing Disposal Behaviour (DB)	DB1 DB2	0.902 0.902	0.771	0.897	0.814

In the next step, discriminant validity was tested which was used by Fornell and Lacker, (1981). Here, the square root of a particular AVE should be greater than the correlations between that construct and all other constructs in the model. As revealed in Table 4, all constructs exhibit sufficient or satisfactory discriminant validity (Fornell and Lacker, 1981).

Table 4. Discriminant validity using Fornell and Lacker criterion

0	DB	EA	EE	FC	PA
DB	0.902
EA	0.212	0.811
EE	0.203	0.291	0.893
FC	0.622	0.274	0.224	0.772
PA	0.175	0.273	0.093	0.260	0.777

Table 5. HTMT Criterion

	DB	EA	EE	FC	PA	*FCEA**	*FCEE**
DB
EA	0.277
EE	0.244	0.392
FC	0.748	0.365	0.289
PA	0.213	0.363	0.142	0.350
FC*EA	0.058	0.456	0.185	0.124	0.068
FC*EE	0.121	0.200	0.210	0.070	0.068	0.418
FC*PA	0.060	0.089	0.099	0.011	0.094	0.276	0.349

Alternatively, Henseler et al. (2015) recommend an alternate approach to check for discriminant validity termed the Heterotrait-Monotrait (HTMT) ratio of correlations. It calculates the ratio between the correlations of constructs that are theoretically expected to be different (heterotrait) and the correlations of constructs that are theoretically expected to be similar (monotrait).

The HTMT ratio assesses whether the correlation between two constructs is significantly higher compared to what would be expected based on the amount of shared variance captured by their indicators (as represented by their AVEs). If the HTMT ratio is below a certain threshold (commonly 0.85) as presented in table 5, it suggests that the constructs have discriminant validity, meaning they are distinct from each other. If the HTMT ratio exceeds the threshold, it raises concerns about the discriminant validity of the constructs.

4.3 Assessment of Structural Model:

A structural model represents the relationships between latent variables in a Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. The structural model aims to understand the causal relationships between constructs in a theoretical framework. As noted by Hair et al., 2017, the 𝑅² (R-squared) value represents the proportion of variance explained by the endogenous constructs in the structural model. Here, the R²value accounted for 0.399 which indicated that approximately 39.9% of the variance in the Disposal Behaviour (DB) was explained by the Environmental Awareness (EA), Environmental Economics Factors (EE), Philanthropic Awareness (PA) and Facilitating Conditions (FC). Table 6 represents the results of the further assessment where path coefficients were calculated and bootstrapping analysis was performed. The study noted an insignificant relationship between dependent and independent variables as all the p values were above 0.05.

5. DISCUSSION OF FINDINGS:

In discussion, regarding the above results, hypothesis 1 (H1) tested the relationship between Environmental Awareness and Clothing Disposal Behaviour where p-value calculated was 0.278> 0.005. Hence, H1 was rejected and an insignificant relationship was reported between them. The finding of the study is opposed to the findings of Hassan et al., 2022, due to various factors such as some consumers may prioritize convenience, cost, social norms, and personal preferences when deciding how to dispose of clothing items. Thus, even if someone is environmentally aware, they may still engage in unsustainable disposal practices due to these competing factors. Also, many individuals may lack access to appropriate disposal facilities, perceived inconvenience of sustainable options, and societal pressures to conform to fast fashion trends. In conclusion, while environmental awareness is an essential precursor to sustainable behaviour change, its influence on clothing disposal behaviour is mediated by a range of psychological, social, and contextual factors. Understanding these complexities is crucial for designing effective interventions to promote sustainable consumption and waste management practices.

The hypothesis 2 (H2) was tested to examine the relationship between Environmental Economic Factor (EE) and Clothing Disposal Behaviour (DB). As p-value was >0.05, H2 was rejected and an insignificant relationship was found. This result is consistent with the previous research by Yee et al., 2016, which indicated that although a person's disposal behaviour is not directly influenced by the environmental economic factor, they will respond accordingly and dispose of their unwanted clothing in sustainable ways if they have a favourable attitude towards the issue. As reported by Shim (1995), environmental attitude is considered to be an influential factor of clothing disposal. Therefore, more emphasis should be given to cultivate a positive attitude towards clothing disposal behaviour. While environmentally friendly disposal techniques have a long-term environmental benefit, some individuals may perceive them as economically costly or inconvenient in the short term. For example, donating clothing may require time and effort to find appropriate collection points or organizations, whereas discarding clothing in the trash may seem quicker and easier, despite its negative environmental consequences.

The relationship between Philanthropic Awareness (PA) and Clothing Disposal Behaviour (DB) was assessed through hypothesis 3 (H3). The study reported weak and insignificant association between the two, which is in contrast with the results of (Birtwistle and Moore, 2007; Shim 1995; Yee et al., 2016). It may be because some people prefer to donate money or volunteer their time to charitable causes rather than donating clothing items. In this case, their philanthropic awareness may manifest in alternative forms of charitable engagement rather than clothing disposal behaviours, resulting in a negative relationship between awareness and clothing donation. Also, some individuals with heightened philanthropic awareness may harbour skepticism towards charitable organizations or doubt the efficacy of their donation efforts. They might be cynical about the impact of their donations on addressing social issues or distrustful of the intentions of charitable organizations.

Hypothesis 4a, 4b and 4c tested the effect of moderating variable Facilitating Condition over the dependent and independent variables. The study showed an insignificant relationship which is in line with the findings of (Hassan et el., 2022). The insignificant relation may be because facilitating conditions are not ideal for developing countries, such as India. Also, due to a lack of disposal facilities or the difficulty in locating charitable organisations that pick up old clothing in some places, it may be difficult to get rid of the unwanted clothing in many parts of India. Sometimes, even in the presence of facilitating conditions, individuals may face psychological barriers that deter them from engaging in sustainable disposal behaviours. For example, individuals may experience cognitive dissonance if their disposal choices conflict with their perceived self-image or values.

6. CONCLUSION AND LIMITATIONS:

The rapid expansion of the fashion industry has led to significant growth in both production and consumption. This growth has fostered a disposable fashion culture characterized by frequent purchases and rapid turnover of wardrobe items. Consumers increasingly favour inexpensive clothing that is worn briefly before being discarded or replaced with newer styles. This trend raises concerns about sustainability, ethical responsibility, and the long-term impact on society and the environment.

This research aimed to examine the factors influencing clothing disposal behaviour and to explore the role of facilitating conditions as a moderating factor. Conducted in India, a developing country where sustainable disposal behaviour is not widely understood, the study revealed that consumers showed limited environmental awareness, economic motivation, and philanthropic tendencies when disposing of clothes. Barriers to disposal included a lack of awareness about sustainable fashion practices and uncertainty about when and how to dispose of unwanted clothing.

The study underscores the importance of educating consumers about sustainable disposal practices to preserve ecosystems and societal balance. It suggests initiatives by relevant NGOs and health organizations to facilitate the sale of used or second-hand clothing. Furthermore, it advocates for the adoption of environmentally friendly materials by fashion manufacturers and designers. Fashion industry stakeholders should promote sustainable consumption practices among consumers, and the concept of reverse supply chain management could be particularly beneficial in countries like India, where many struggle to dispose of unwanted clothing sustainably. Implementing a reverse supply chain would streamline the return process for unwanted clothes, making it more convenient and efficient.

Despite the significant findings, this study has some shortcomings that must be addressed. Firstly, because of its restricted geographic scope, the current study cannot be generalised to the worldwide population. Secondly, because of time and resource limitations, just 158 participants made up the study's sample size. Third, due to feasibility, only a small number of parameters were investigated for the purpose of this study. Thus, new studies with a larger sample size and other variables can be conducted. Finally, as the clothing industry was the researcher's primary focus, additional research focusing on various industries and disposal habits may be conducted in the future.

7. RECOMMENDATIONS:

Managing waste poses a significant challenge for society, governments, and practitioners alike. Enhancing clothing disposal practices holds crucial importance in mitigating environmental impact and fostering sustainability within the fashion sector. Recommendations to foster more responsible clothing disposal include implementing educational campaigns to raise awareness about environmental consequences and the benefits of donation, recycling, and repurposing. Encouraging consumers to make sustainable fashion choices, providing convenient disposal options, promoting garment lifespan extension through proper care, and collaborating with industry partners are essential steps toward achieving sustainable clothing disposal practices. Organizations are encouraged to incorporate CSR practices into their operations to advance public health and well-being, uphold social equilibrium and security, and contribute to creating a pollution-free and safe environment (Kumar and Balakrishnan, 2011).

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Received on 29.04.2024 Revised on 13.11.2024

Accepted on 26.03.2025 Published on 28.05.2025

Available online from May 31, 2025

Asian Journal of Management. 2025;16(2):106-114.

DOI: 10.52711/2321-5763.2025.00017

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.

Hypothesis	Relationship	Original sample (O)	Standard deviation	T statistics	P values	Decision
H1	EA DB	0.040	0.067	0.590	0.278	Not Supported
H2	EE DB	0.075	0.077	0.969	0.166	Not Supported
H3	PA DB	0.013	0.074	0.168	0.433	Not Supported
H4a H4b H4c	FCEA DB FCEE DB FC*PA DB	-0.004 0.068 0.030	0.076 0.083 0.101	0.056 0.820 0.295	0.478 0.206 0.384	Not Supported