Better Understand Post-Use Behaviours Through Perceived Value: Exploratory Study

While the marketing literature has so far paid little attention to the product end-of-life, current environmental considerations encourage us to study the solutions offered to individuals when they no longer use a product. The first aim of this research is to check if the theoretical framework of perceived residual value can be used to study clothing post-use behaviours. The second goal is to identify the value sources when clothing is donated or resold using the theoretical frameworks of consumer value and perceived value of a consumption practice. To this end, 21 phenomenological interviews were conducted and processed by manual analysis. This exploratory research highlights the relevance of enriching the framework of perceived residual value centred on the product with the perceived value of a practice centred on an individual’s mode of consumption in order to better appreciate the choice of an item’s recirculation channel.