PurposeThe purpose of this paper is to understand the apparel disposal process and explore, specifically, male disposal through consignment vs donation disposal modes. This study hopes to uncover not only the process but the influences that motivate these behaviors.Design/methodology/approachObservations at two sites included conversational interviews with employees as well as consumers disposing apparel through these sites. Collection took place over two months with 26 interviews taking place.FindingsThemes of seasonal change and financial incentive suggest the use of consignment as a separate process for consumers from donation. Consignment suggested value, while donation was viewed as a habit.Research limitations/implicationsPrevious research as well as the findings of this study suggest that apparel donation is similar across genders. They also suggest that consignment is viewed by male consumers as a separate action from donation.Originality/valueLittle to no research has been conducted to understand male apparel disposal, studies on disposal has focused primarily on college-aged females (i.e. Morgan and Birtwistle, 2009). This study adds to a limited body of work to understand the differences and very possible similarities across genders in this behavior.
Journal of Fashion Marketing and Management – Emerald Publishing
Published: May 8, 2017