The following Master thesis deals with the problem of clothing disposal in Greece examining primarily the psychosocial factors that influence this behaviour. More specifically, the author sets a theoretical framework using the Triandis’ (1977) model of Interpersonal Behaviour and examines how the factors included in the model influence clothing disposition among young individuals in Greece as well as to what extend they do it. Furthermore, the author explores the clothing disposition behaviour of the above mentioned sample regarding an old t-shirt.The thesis consists of six chapters. In the first chapter, the author examines the problem of clothing disposal in terms of how it is formulated and what are the environmental effects deriving from it. Due to the fact that there is no information about clothing disposal in Greece, the problem is examined in relation to countries like the USA and the UK and then the findings are connected to Greece so the reader can understand the importance of the problem in the country.The second chapter sets the theoretical framework of the problem by examining the existing theories and studies in the fields of disposition and clothing disposition. Moreover, in this chapter there is a thorough analysis of Triandis’ (1977) Theory of Interpersonal Behaviour to guide the reader through the rest of the paper.In the third chapter, the research methodology is analysed in respect to the general design, the sampling technique used and the questionnaire development and distribution.After setting all the necessary elements, in chapter four the author analyses the results of the research with a statistical method based on SPSS. Findings of the three research questions are demonstrated in this chapter with a small discussion regarding them.Chapter five consists of the discussion around the findings of the research. Under this section the author discusses how and why the psychosocial factors, as presented in Triandis’ (1977) Theory of Interpersonal Behaviour, influence clothing disposal behaviour among young individuals in Greece as well as the actual disposal behaviour.Finally, in chapter six of this thesis a conclusion of the findings takes place with parallel suggestions about further research in this field and some proposals in relation to the problem. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Background: Due to accelerating environmental problems caused by fast fashion sustainable business solutions become increasingly important. Thus, the following thesis examines generation y’s intention to perform in-store recycling at fast fashion retailers and investigates the factors most influential on intention. Besides, it analyses if an attitude-intention gap exists. To fulfil the study’s purpose, a combination of the theory of planned behaviour (Ajzen, 1985) and the norm activation model (Schwartz, 1977) is used.   Approach: Within this study a quantitative method in terms of an online survey is applied. Based on a sample of 326 respondents, relationships between variables are analysed with Pearson correlation analysis and multiple regression. To further identify differences among groups, Independent samples t-test and ANOVA are conducted.     Findings: The study’s findings reveal that generation y generally intends to participate in in-store recycling, while the intention is significantly higher among women than men. The intention to perform in-store recycling is predominantly intrinsically motivated as it is most driven by individuals’ personal norm.    Value: The findings of our study particularly add value for fast fashion retailers and marketers by presenting a novel research model combining most relevant factors required to adequately address consumers among generation y to perform in-store recycling. This specifically allows fashion retailers to successfully establish the concept of in-store recycling. Our study is further beneficial for sustainability researchers, environmental activists, charity organisations and policy makers to create a more sustainable future.

Background: Due to the fashion industry being one of the most polluting industries in the world with more clothing than ever being thrown away, attention has been brought to the need for more sustainable clothing behaviours. Therefore, the in-store recycling boxes have been introduced as an alternative for recycling. Previous literature has focused mainly on companies’ perspectives or consumers purchasing behaviours, hence there is a gap for literature on consumers’ disposal and recycling behaviours. Purpose: The purpose of this study is to examine what factors influence consumers’ intentions to use in-store recycling boxes. This will be done by applying the Theory of Planned Behaviour by Ajzen (1991). Method: A qualitative approach in terms of two focus groups and two individual interviews was applied. The study was made on the consumers’ perspectives, and therefore the participants were 11 Swedish female students. Conclusion: The empirical findings and analysis toward previous literature and theoretical framework revealed that the main factors influencing consumers’ intentions to use in-store recycling boxes are lack of information about the recycling process, the possibility to drop off damaged clothing, and the developing possibility to make new clothing out of recycled materials. The lack of information had the greatest impact, which was unfavourable toward the intention to perform the behaviour and hence obstructed the participants from using in-store recycling boxes.