Recycled but devalued? Exploring the social representations of recycled clothing

Purpose This study explores consumer perceptions of recycled clothing (RC) through the lens of social representations (SRs) theory. It examines key factors influencing consumer attitudes, including perceived quality, environmental value, and health concerns, while identifying barriers to RC adoption. Design/methodology/approach A mixed-methods approach was used, combining qualitative and quantitative data collection. Social representations theory provided a framework to analyze shared beliefs, stereotypes, and cognitive structures shaping consumer perceptions. The study assessed the role of knowledge, perceived risks, and prior exposure to RC in shaping consumer behavior. Findings Results indicate that consumers strongly associate RC with recycled plastic, which generates both positive and negative connotations. While RC is viewed as environmentally friendly, concerns about material quality and health risks persist. The study also highlights the gap between attitudes and behaviors, as affordability and accessibility continue to drive fast fashion consumption despite sustainability concerns. Effective communication strategies, including transparency, education, and influencer marketing, can help improve perceptions and encourage RC adoption. Research limitations/implications Future research should explore cross-cultural differences in RC perceptions and test the effectiveness of different communication strategies in shifting SRs. Practical implications Brands should enhance transparency, emphasize material variety, and implement in-store and digital educational initiatives to reshape consumer perceptions of RC. Social implications Encouraging RC adoption can contribute to waste reduction, resource conservation, and the development of new recycling sectors, enhancing employability in the fashion industry. Originality/value Unlike prior studies focusing solely on individual attitudes, this study emphasizes the collective construction of meaning in shaping consumer behavior.