Managing donation disposal behavior by assessing consumers’ attitudes toward sustainable consumption

Abstract

This study investigates the effect of subjective norms and attitudes toward sustainable consumption on donation disposal behavior. More studies on responsible disposal behavior are needed because it is still constrained amid the fashion industry's progress. The young adult sample was used in this study and then analyzed using SEM AMOS 26. The result shows that subjective norms positively impact attitudes towards sustainable consumption and donation behavior. Meanwhile, an attitude towards sustainable consumption does not have a significant influence as a mediator, but a direct attitude has a positive and significant influence on donation disposal behavior. For this reason, industry players should pay more attention to subjective norms and attitudes when promoting their products. The implication of this study is limited to the young adult sample in Indonesia.