Sustainable garment care through knowledge and ethics: a case study of laundry operators in Ghana

Abstract

Purpose This study aims to explore how knowledge, ethical responsibility and everyday practices influence sustainable garment care among commercial laundry operators in Ghana. It addresses the limited research on post-consumer textile care by examining how operators interpret and implement garment care labels, as well as their impact on garment longevity and service quality. Design/methodology/approach A qualitative case study was carried out using semi-structured interviews with ten commercial laundry operators working within and around the Kwame Nkrumah University of Science and Technology. Thematic analysis was used to examine operators’ care-label literacy, decision-making routines and ethical considerations that influence garment maintenance. Findings Operators displayed notable differences in care-label knowledge, often relying on experience-based methods like sorting by colour and fabric instead of care symbols. Although they recognised that following labels enhances garment durability and customer satisfaction, unclear symbols, time pressures and informal training obstructed consistent compliance. This tension between efficiency and ethics highlights how knowledge gaps and informal practices can negatively impact sustainable garment care. Practical implications The study advocates for structured training in care label interpretation, ethical decision-making and sustainable laundering to enhance service quality, reduce textile waste and foster consumer trust. It proposes integrating garment-care literacy into vocational curricula, creating industry standards and implementing sustainability-focused policies. Originality/value This study redefines garment care as both a knowledge-based and ethically grounded practice. It provides new empirical insights into how cognitive understanding and moral responsibility interact to influence sustainable garment maintenance within Ghana’s commercial laundry sector