The effects of body image and self‐esteem on frequency of closet cleaning

The purpose of this study was to examine divestment of clothing and its relationship to psychological characteristics (body image and self‐esteem) and demographic characteristics (gender and age) of the consumer. The relationship between frequencies in closet cleaning to categories selected for body image (Appearance Orientation, Appearance Evaluation, Body Areas Satisfaction, Subjective Weight, and Weight Preoccupation) were calculated using Pearson's Correlation and Analysis of Variance. Frequencies in closet cleaning were also compared to the overall score from responses to the Rosenberg Self‐Esteem Scale. The relationship between disposal frequency and Appearance Orientation was statistically significant for both gender groups, particularly among groups 18–25 years. Individuals with a higher Appearance Orientation tended to dispose clothing more frequently than others. When comparing men to women, body image accounted for garment disposal more among men, suggesting women have more varied reasons to dispose of clothing. Self‐esteem measures were not related to disposal frequency among all groups. The findings contribute to knowledge and have implications related to self‐concept and consumption behavior post purchasing. For example, results were similar between young men and women suggesting men may have similar clothing and appearance oriented behavior to women. In another example, those with high appearance orientation could be targeted for campaigns related to sustainable disposal strategies.