A qualitative exploration of sustainable disposal behaviour for fast fashion clothing among urban Indian consumers

Non-biodegradable fabrics and toxic dyes in fast fashion clothing waste cause significant environmental pollution, while informal-sector workers face health hazards from handling such waste without adequate safety measures. Despite initiatives by producers and policymakers to manage clothing waste responsibly, sustainable post-use disposal behaviour in developing economies remains underdeveloped. This study explores consumer perceptions, socio-environmental consequences and factors shaping the sustainable disposal of fast fashion (FF) clothing in urban India. Semi-structured telephone interviews with 26 consumers from selected metropolitan cities were analysed using thematic analysis informed by Braun and Clarke and operationalised through a structured coding procedure. Consumers largely recognise fast fashion through the local term ‘trendy fashion’, and their level of socio-environmental awareness varies. Perceived residual value, social influence, self-image congruence, perceived future usefulness, facilitating conditions and greenwashing concerns emerged as factors shaping sustainable disposal. Facilitating conditions and greenwashing concerns appear to condition whether disposal intentions are translated into behaviour. Theoretically, this study offers holistic qualitative insights into sustainable disposal intentions for fast fashion clothing in a developing economy and proposes a framework for future quantitative testing. Practically, the findings can assist fast fashion manufacturers and policymakers in devising strategies to promote responsible consumer behaviour and clothing waste management.