WRAP Proposal:
Understanding the decision-making process of citizen disposal behaviours
The UK has a culture of underutilising and undervaluing clothing. WRAPs research found around half of our unwanted clothing ends up in the bin. Citizens don’t know what to do with clothing they consider unfit for donation or resale. This proposal will deepen our understanding of clothing disposal behaviours, painting a clear picture at the point citizens make decisions. Two innovations in this project are: in-home research capturing participants decision making from wardrobe to disposal, and; use of the insights by Textiles 2030 partners to revolutionise collections, with a potential shift from individual retailer takeback schemes to co-ordinated collection schemes.
Project lead: Martyn Lowder
Job title: Behaviour Change Specialist
Organisation: WRAP
Additional partners:
- Professor Liz Barnes - Professor of Fashion Marketing and Head of Manchester Fashion Institute (Manchester Metropolitan University)
Project timeline: 1st March 2025 - 31st August 2025
Duration: 6 months