Determinants of consumers’ apparel recycling behavior intention using the extended norm activation model and the theory of planned behavior: an empirical study from China

This study attempts to explore the factors influencing consumers’ apparel recycling intentions, which is crucial for reducing carbon emissions and promoting resource utilization. A comprehensive theoretical model is constructed by combining the extended norm activation model (NAM) and the theory of planned behavior (TPB) with altruism and self-interest considerations. Partial least squares structural equation modeling (PLS-SEM) is employed as the primary analytical method and is supplemented by fuzzy-set qualitative comparative analysis (fsQCA) to analyze 339 valid Chinese respondents. The findings obtained by PLS-SEM reveal that personal norms, perceived behavioral control, subjective norms, and attitudes have significant impacts on consumers’ apparel recycling intentions. Additionally, awareness of consequences indirectly affects recycling intentions via the ascription of responsibility, personal norms, and attitudes. Moreover, fsQCA generates two configurations leading to high apparel recycling intentions. This innovative research significantly contributes to filling the gap regarding the antecedents that influence consumers’ apparel recycling intentions. Furthermore, this study provides practical strategies to assist governments in promoting apparel recycling.