Circular Fashion: Challenges, Opportunities And Its Effect On Consumer Awareness

Abstract

This research investigates the disparities between consumer awareness and actual attitudes toward circular fashion, pinpointing the key challenges that impede the adoption of sustainable fashion practices. The study employs a multi-method approach, including surveys, interviews, and behavioral observations, to elucidate the impact of educational initiatives, social norms, and environmental, social, and governance (ESG) factors on consumer intentions and actions. The main findings reveal a significant intention-behavior gap, where consumers, particularly those from Generation Z, express strong environmental and social concerns but continue to engage in fast fashion consumption due to factors such as affordability, trendiness, and lack of awareness about the environmental impact of their choices. The data indicates that transparency and education can significantly reduce purchase intentions for fast fashion, but structural changes in consumption habits are necessary for lasting behavioral change. The study also highlights that consumers' attitudes toward sustainability are positively influenced by relative advantage, compatibility, green self-identity, and experience value, while perceived psychological risk and ownership negatively affect these attitudes. The significance of these findings lies in their implications for policy interventions and industry strategies aimed at promoting sustainable consumption. The broader implications suggest that enhancing consumer awareness and aligning industry practices with sustainable goals can drive substantial changes in consumer behavior, ultimately contributing to a more sustainable fashion industry.