Inspiring Consumers to Engage in Sustainable Garment Reuse and Disposal Using Behaviour Change Techniques

ABSTRACT The value–action gap in sustainable clothing consumption reflects a disconnect between consumers' sustainable values and actions. As global clothing consumption rises, garment lifespans decrease, increasing textile waste. Addressing this requires practical interventions to engage consumers in practices like extending garment lifetimes and responsible disposal of non‐reusable textiles. This study applied the Design for Sustainable Behaviour model in combination with selected behaviour change techniques (BCTs) in a workshop intervention aiming to bridge this gap. Pre‐post‐test surveys analysed the relationships between BCTs, participants' behavioural intentions and self‐reported behaviour. Results showed statistically significant associations between specific BCTs, such as environmental education, behaviour comparison and skill‐building, and participants' intentions to reuse or repair garments. However, no such associations were found for responsible disposal intentions. While we observed a reduction in the value–action gap over time, intention did not significantly predict long‐term behaviour, indicating a persistent intention‐behaviour gap. This research contributes to the literature by demonstrating how BCTs can be applied and evaluated in real‐world interventions related to clothing consumption. It also highlights the importance of tailoring techniques to the behavioural context and cautions against over‐reliance on intention as a predictor of sustainable action. Findings inform the design of future interventions targeting post‐use clothing practices.