Chai Pin Xuan (BIZ), Christian Drake Martin (SOC), Florencia Martina (SOC), Girija Shenoy (FOS), Zhang Yunjie (SOC)
Academic Advisor: Mr. Lim Cheng Puay
There is a necessity to tackle clothing wastage generated by fast fashion in Singapore due to low recycling rates and our inability to accommodate future textile waste. Our objectives were to engage, educate and encourage youths to purchase second-hand clothing instead of first-hand, such that unwanted clothes will not end up as excess clothing wastage.
Following the AMO (Ability, Motivation, Opportunity) framework of changing behavior, we designed a 3-step approach comprising i) an interactive face-to-face survey; ii) using Instagram as an educational platform; and iii) a second-hand clothes bazaar. After the bazaar, our 61 participants displayed a 46.4% increase in willingness to incorporate second-hand clothing into their wardrobe.Hence, our 3-step approach of motivating youths through our interactive survey, giving them the ability to access second-hand clothing and an opportunity to purchase, proved effective in changing the purchasing behavior of youths.