Enhanced textile reuse is required due to the textile industry's increasing environmental pressure. In order to reach this, behavioural change is necessary. However, it is currently unknown which changes in consumer values that determine textile reuse consumption are
most effective. In addition, rebound effects appear: reuse lowers the impact of textile consumption, but also causes higher levels of consumption, reducing its benefit. This research provides in-depth understanding of textile reuse rebound effects and model-based advice on the effectiveness of consumer value changes that reduce environmental impact, while accounting for consumer heterogeneity.