AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Using 22 semi-structured interviews on apparel acquisition, use, and disposal, we find that practical value dominates choice while identity cues matter at the margin. Price and comfort consistently outrank brand and trend. Disposal is purposeful: donation is favored when garments retain utility, with resale and recycling rising alongside sustainability awareness. Consumers often justify purchases as extensions of self yet report lower satisfaction when items lack durability or clear ethical provenance. These patterns align with utilitarian value frameworks and signal clear levers for marketers: durable basics, transparent sourcing, and simple channels for responsible end of life. Overall, everyday clothing decisions follow stable, value-centered routines that reward clarity, longevity, and support for circular behaviors

Download

Share

COinS