Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies

Abstract

The aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.