This study aimed to identify the key factors influencing the U.S. millennial consumers’ willingness to recycle their denim apparel to brands or retailers. Consumer perceived value model provides the theoretical framework and guides data analysis. Five main values identified are the perceived social, financial, emotional, convenience and ecological values.

ABSTRACT
 INTRODUCTION
 THEORETICAL FRAMEWORK AND LITERATURE REVIEW
 METHODOLOGY
 RESULTS AND DISCUSSIONS
 CONCLUSION AND IMPLICATIONS
 REFERENCES

• Jessica Ganak(Washington State University, USA)
• Yini Chen(Washington State University, USA)
• Dan Liang(Washington State University, USA)
• Hang Liu(Washington State University, USA)
• Ting Chi(Washington State University, USA)