Marketing Challenges in Promoting Garment Waste Recycling: Lessons Learnt from NGOs in Hong Kong

This study investigates the marketing challenges faced by non-governmental organizations (NGOs) in promoting garment recycling in Hong Kong. The relentless cycle of production and excessive consumption of low-cost, low-quality fast fashion has fostered a detrimental "throwaway culture," contributing to a global waste crisis (Riba et al., 2020). Each year, over 92 million tons of garment and textile waste are discarded in landfills or incinerated (Moazzem et al., 2021). NGOs are pivotal in garment waste management, playing a crucial role in collecting and processing textile waste while fostering sustainable awareness and community engagement in recycling practices. While existing literature has proposed strategies for optimizing operations and decision-making models (Chowdhury et al., 2023) and integrating smart technologies in waste management (Rehman et al., 2024), it often overlooks the communication and operational practices that present challenges in engaging the community in garment waste recycling. A lack of understanding of recycling practices from a marketing perspective further complicates the design and implementation of effective strategies aimed at increasing public awareness and participation, ultimately hindering improvements in recycling rates and efficiency. This exploratory study employs a mixed-method approach, including in-depth interviews with representatives from NGOs involved in the Community Used Clothes Recycling Bank Scheme in Hong Kong and consumer surveys during recycling campaigns. Preliminary findings reveal several key communication and operational challenges faced by these NGOs in engaging the community in garment recycling. Communication challenges include: 1) low public awareness and understanding of recycling practices, 2) ineffective public engagement strategies, 3) limited utilization of communication and marketing tools, 4) inconsistent messaging, and 5) insufficient outreach capacity. Operational challenges encompass: 1) resource constraints, 2) logistical and storage limitations, 3) a lack of recycling facilities, and 4) contamination of collected garments. This research highlights how challenges faced by NGOs influence the effectiveness of garment recycling initiatives, aiming to enhance public engagement and raise awareness of circular fashion practices.