Rajić, Tamara and Krstić, Jelena and Kostić-Stanković, Milica and Vlastelica, Tamara (2026) Exploring responsible apparel disposal through norm activation theory: evidence from Serbia. Journal of Community & Applied Social Psychology, 36 (5). ISSN 1099-1298
Full text not available from this repository. (Request a copy)Abstract
The change of consumer behaviour toward more sustainable disposal of used clothing can reduce environmental deterioration to some extent. The present study examines factors that could be associated with young adult female consumers' intentions to dispose of their used apparel in a sustainable manner. The research framework builds upon an enhanced Norm Activation Theory (NAT) model, which has thus far remained an under-utilised framework in explaining pro-environmental product disposal intentions. The study was performed in Serbia, on a convenience sample of 304 Generation Z female respondents, by means of a structured online questionnaire. Partial least squares structural equation modelling (PLS-SEM) was used to examine hypothesised relationships among the study constructs. Results of the study show that young consumers' awareness of the consequences of clothing consumption is associated with a sense of personal responsibility for environmental deterioration, which is further associated with the activation of moral obligation to dispose of used clothing in a sustainable way. Moral norms mediate the relationship between green self-efficacy and sustainable clothing disposal intentions, while only marginal evidence is found for the indirect effect of green marketing communication through moral norms. In addition, green self-efficacy also emerges as a direct predictor of sustainable clothing disposal intentions. Findings of the study enhance our understanding of the predictors of sustainable clothing disposal and provide initial directions for policy-makers and practitioners to support sustainability in clothing disposal.
| Item Type: | Article |
|---|---|
| Additional Information: | COBISS.RS = 201485577 |
| Research Department: | Digital Economics |
| Depositing User: | Jelena Banovic |
| Date Deposited: | 21 Sep 2026 10:47 |
| Last Modified: | 21 Sep 2026 10:47 |
| URI: | http://ebooks.ien.bg.ac.rs/id/eprint/2370 |
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