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.

I takt med att textilindustrin växer och konsumtionen ökar är det viktigt att belysa problemet kring hur man ska avyttra kläder man inte längre använder. Bara i Sverige slängs det varje år 7,5 kg textilier per person i hushållssoporna. Idag finns en mängd olika alternativ på marknaden som verkar för att ta hand om detta problem, såsom att lämna textilier i klädbutik i utbyte mot en rabattcheck eller liknande ersättning. Denna studie syftar till att undersöka drivkrafterna bakom textilåtervinning i butik samt huruvida initiativ som rabatterbjudanden vid återvinning kan stimulera konsumtion snarare än verka för hållbarhet. Undersökningen baseras på tio semistrukturerade intervjuer som genomfördes på kvinnor i åldrarna 20-26. I intervjuerna framkommer deltagarnas vanor när det kommer till konsumtion och återvinning men även attityder och inställning till butikers återvinningstjänster som innehåller rabatterbjudanden. Det empiriska resultatet har kategoriserats under tre olika teman; Medvetenhet gällande miljö och återvinning, Konsumtion samt Attityder och drivkrafter bakom återvinning i butik. Utifrån dessa teman har vi analyserat vårt resultat med hjälp av tidigare forskning och litteratur inom området. Resultatet av vår studie tyder på hög miljömedvetenhet hos samtliga deltagare samt att dessa försöker agera medvetet i viss utsträckning, men inte alltid prioriterar hållbarhet och miljö. Anledningen till varför man väljer att lämna in kläder i butik är främst av bekvämlighetsskäl, ekonomiska motiv i form av rabatt samt att man upplever att butikerna besitter kunskap om hur kläderna ska hanteras när de väl samlats in. / As the textile industry grows larger and overall consumption increases, it is important to highlight the issue regarding disposal method of clothes no longer in use. In Sweden, the yearly disposal of textile in household waste amounts to 7.5 kg per capita. There are currently several different disposal options available, such as handing in apparel in-store in exchange for discounts or similar compensation. This study aims to investigate the drivers behind in-store textile recycling and whether initiatives such as discounts can stimulate further consumption rather than promote sustainability. The study is based on ten semi-structured interviews conducted on women aged 20-26. The interview show the participants' habits related to consumption and recycling, but also their attitudes and thoughts about recycling services including discounts, offered by stores. The empirical result has been categorized under four different themes; Sustainability and recycling awareness, Consumption, Attitudes and drivers behind in-store recycling and The importance of discounts. Based on these themes, we have analyzed our results using previous research and relevant literature within the approached field. The result of our study indicates high environmental awareness for all participants and that these are acting conscious to some extent, however not always prioritizing sustainability and environmental objectives. The main reasons for handing in apparel in-store are convenience, economic motives in terms of discounts and the sentiment that stores possess the knowledge of processing the apparel once they have been collected.

En los últimos años se ha podido ver una tendencia al comercio de ropa de segunda mano en distintas partes del mundo, lo que se entiende como un modelo de negocio que se adapta a las necesidades de las personas de poner a la venta diversas prendas que probablemente tienen en desuso, por las cuales desean obtener un ingreso extra. Este es un tipo de negocio que nace a raíz de las diversas personas que no realizan un uso frecuente de sus prendas al adquirirlas, por distintas razones, y por ello deciden ponerlas en venta, dando apertura a la posible adquisición por parte de otras personas. Actualmente el mercado textil se encuentra en constante crecimiento a raíz de las tendencias de moda que vienen apareciendo continuamente lo cual permite desencadenar diversas formas de implementar negocios relacionados a ello que permiten a las personas ser partícipes del mismo de distintas maneras. Es por ello que nace Closet Out, una marca y modelo de negocio presentado bajo una plataforma web que permite interconectar a aquellas personas que deseen comprar o vender prendas de vestir de segunda mano y de alta calidad. / In recent years it has been possible to see a trend in the trade of second-hand clothing in different parts of the world, which is understood as a business model that adapts to the needs of people to put on sale various garments that probably they have in disuse, for which they want to obtain an extra income. This is a type of business that was born as a result of the various people who do not make frequent use of their garments when acquiring them, for different reasons, and for this reason they decide to put them up for sale, opening up the possible acquisition by other people. Currently the textile market is constantly growing as a result of the fashion trends that are continuously appearing which allows to unleash various ways of implementing related businesses that allow people to participate in it in different ways. That is why Closet Out was born, a brand and business model presented under a web platform that allows people who wish to buy or sell second-hand and high-quality clothing to interconnect. / Trabajo de investigación