Fabric of Society: How Social Norms Shape Textile Recycling Practices

ABSTRACT The rapid growth of the fashion industry has led to an increase in textile waste, threatening ecological sustainability. Textile recycling is widely recognized as a key strategy for achieving a sustainable transition to, as well as the foundation of, a circular economy. In this study, we investigate the impact of perceived social norms on people's willingness to recycle textiles. Data were collected through a field survey from 836 respondents in China. Our findings reveal a statistically significant and positive effect of perceived norms on residents' textile recycling intentions. This effect is particularly more pronounced among residents who are married, older, have higher incomes, or live in large cities. Additionally, descriptive norms were found to be more effective in driving textile recycling than injunctive norms. These results highlight the importance of considering behavioral contexts when designing norm‐based interventions to support environmental sustainability.