Online green disposal of idle clothing by Chinese residents: a perspective based on protection motivation theory

Improperly discarded clothing harms the environment and resources. However, online green disposal extends clothing lifespan, curbing environmental threats. Using the Protection Motivation Theory (PMT), this study analyzes online questionnaire data for 670 Chinese respondents to investigate the key factors of people's intention to dispose of their idle clothing through online green methods. The findings reveal that self-efficacy, response efficacy, perceived vulnerability, and perceived severity positively impact people's intention to adopt online green disposal methods. Conversely, response costs and maladaptive rewards negatively affect intention. Moreover, the study finds that the interactive effects of response efficacy with perceived vulnerability and self-efficacy positively predict intention, while the interaction terms of response efficacy with perceived severity, and response cost with maladaptive rewards, are negatively associated with intention. Based on these findings, this study discusses the implications for improving individuals' idle clothing online green disposal intentions, suggests future research directions, and offers policy recommendations.