Abstract:

This study conducts qualitative research and field experiment to investigate how intervention strategies stimulate garments recycling behaviors. We interviewed 80 consumers from Beijing and Ningbo to discover the concerns and expectations of the consumers when they were considering a garment recycling project. Then, we designed two field experiments setting in the real garment collecting programs of brand H and Z. Experiment 1 tests the effect of information intervention on garment recycling behavior and the result shows that information intervention can positively stimulate the garment recycling behavior of both Beijing and Ningbo consumers, however, if we divided the information into project information and garment dealing information of the project, the data was only significant in the relationship between garment dealing information and the behavior of Beijing consumers. Experiment 2 tests the effect of “commitment” and “reward”. The results presents that both of the two stimulators can positively motivate final behaviors, but more significant effect appears in the relationship between commitment and the behavior of Beijing consumers as well as the relationship between reward and the behavior of Ningbo consumers. This paper provides the explanation of the regional gap at the end. Managerial and marketing suggestions are also provided to the government, NGO and brands.

Key words: antecedent intervention strategies, consequence intervention strategies, recycling behavior, qualitative research, field experiment