Stitching Sustainability: Consumers’ Attitudes towards Clothing Recycling in Greece

This paper focuses on sustainable fashion consumption, investigating consumer participation in clothing recycling and specific sustainable behaviors within the Greek fashion market. To meet the study’s objectives, a systematic survey was conducted using a structured questionnaire. Empirical findings are based on statistical and econometric analysis. Results indicate that recycling practices are less common among Greek consumers due to their lack of knowledge regarding sustainable practices in the fashion industry. It is important to both offering diverse and accessible channels for clothing recycling and connecting clothing recycling initiatives with charitable causes. The econometric results underscore the need for companies to tailor strategies towards promoting the adoption of sustainable clothing to various demographic and income groups. Furthermore, the positive trend observed among individuals with prior participation in clothing recycling programs suggests the potential for sustained engagement in the future. Overall, this study contributes to the literature by providing insights for developing and refining strategies that encourage greater participation in clothing recycling to further promote consumers’ sustainable behaviors.