A Study of Millennial Mothers’ Purchasing and Disposal Habits for Children’s Clothing and Intentions for Sustainable Choices
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Abstract
This study explores the shopping behaviors, disposal practices, and attitudes of millennial mothers in Thailand toward environmental impacts, as well as their purchase intentions regarding sustainable children’s clothing. Employing qualitative methods, this study analyzes insights from 20 in-depth interviews with mothers aged 29 to 43 from diverse family structures and backgrounds, focusing on their awareness of environmental impacts and their intentions to purchase eco-friendly options. The findings show that mothers prioritize practicality, affordability, and versatility. Mothers with one child tend to prioritize style, while those with two children value durability and reuse hand-me-downs. Disposal practices are often influenced by emotional attachment, with sentimental items, such as birth outfits, being kept. Although mothers with two children show greater awareness of environmental impact, overall knowledge of sustainable options remains limited. Sustainability is considered only when affordable, with limited availability and high costs posing significant barriers across family types. The study further explains how price and design constraints hinder millennial mothers from purchasing eco-friendly children’s clothing, highlighting the need for better education and more accessible, sustainable options. The discussion also examines the cultural, economic, and environmental factors that influence children’s fashion choices.
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