Abstract

This study aims to better understand the relationship between millennial consumers and brand or retailer clothing take-back programs. By analyzing general awareness and willingness to participate in these initiatives, inputs such as trust and brand loyalty are evaluated to understand its influence on behavior. Basic demographics were collected to better understand sample representation. A 5-point Likert scale was used to evaluate feelings and beliefs millennial consumers had towards take-back programs. To further analyze the data, a top-two box approach was utilized to predict the execution of the behavior evaluated. The results indicated that there was a general lack of awareness in terms of take-back programs from millennial consumers. In addition, there was confusion between take-back programs and other alternative means of clothing disposal. The data also provided the conclusion that trust amongst millennial consumers and sustainability claims from brands and retailers are low. Finally, personal brand loyalty influenced the willingness to participate in brand and retailer take-back programs. This research uses theory of reasoned action and theory of planned behavior to better understand consumer awareness of take-back programs. The paper addresses awareness of brand or retailer clothing take-back programs and the relationship trust and brand loyalty has on consumer participation.

Keywords

take-back programs, consumer behavior, trust, brand loyalty, consumer awareness