Decoding sustainable disposition: how consumer values shape fast fashion disposal intentions

Purpose This study explores the impact of various consumption values such as functional value (FV), epistemic value (EV), emotional value (EMV) and economic value (ECV) on consumers’ sustainable disposition intention (SDI) toward fast fashion (FF) clothing, using the theory of consumption value and the theory of planned behaviour. Further, perceived behavioural control (PBC) and subjective norm (SN) direct influence was also investigated on sustainable disposition intention (SDI). In addition, we also examined the role of gender as a moderating factor between sustainable disposition attitude (AT) and SDI. Design/methodology/approach Employing an explanatory sequential research design, the study integrates quantitative and qualitative methods. In the quantitative phase, data were collected via a self-administered survey from 462 FF consumers and analyzed using partial least square structural equation modelling (PLS-SEM). To enrich the findings, semi-structured interviews were conducted with 24 FF consumers in the qualitative phase. Findings Results indicate that epistemic and emotional values significantly influence the formation of sustainable disposition attitudes, while economic value (ECV) does not. Furthermore, both sustainable disposition attitude and perceived behavioural control positively affect SDI. Gender was also found to play a moderating role in the intention formation process. Originality/value This study contributes to the literature on sustainable fashion by highlighting consumer perceptions in developing countries and offers strategic insights for FF manufacturers and policymakers to promote circular practices and reduce textile waste.