Use of behavioral reasoning theory to examine the role of social responsibility in attitudes toward apparel donation

Drawing on behavioral reasoning theory, this study investigated drivers of young consumers’ apparel donation behavior. By examining the impact of values (i.e., benevolence and power) and reasons (i.e., other-oriented reasons and self-oriented reasons) on attitudes, this study highlights the different motivations individuals have for donating clothing. As predicted, benevolence was positively related to other-oriented reasons for donations and power was positively related to self-oriented reasons for donations. Both other- and self-oriented reasons for donating influenced attitudes related to apparel donation behavior. These findings offer an overarching explanation for the seemingly disparate reasons for apparel donation previously identified.