Investigation of customer behavior regarding circular fashion

Circular fashion aims to reduce the environmental impact of the fashion industry by creating a closed-loop system where waste is minimized and materials are reused, recycled, refurbished, remanufactured etc. Consumer behavior is crucial for this movement as individuals have the potential to utilize circular economy initiatives (i.e., reuse, second hand etc.). Adopting a circular mindset and making sustainable choices can significantly contribute to a more environmentally friendly fashion industry. However, barriers such as lack of education and awareness hinder the widespread adoption of sustainable fashion practices. This study utilized a questionnaire administered to 650 individuals in Cyprus to examine textile disposal practices and consumers' willingness to pay for circular fashion products. The questionnaire, comprising 13 questions, targeted participants primarily aged 20 to 49, most of whom held university or master's degrees. Results indicated a notable willingness among participants to engage in sustainable practices, with many expressing a desire to purchase from second-hand or rental clothing markets and support recycled clothing initiatives. Spearman correlation analysis revealed a strong positive correlation between educational level and knowledge of sustainable fashion (0.946), circular economy (0.919), and circular fashion (0.910). These findings underscore the importance of education in promoting sustainability within the fashion industry. Understanding consumer knowledge levels regarding sustainable and circular fashion can enhance efforts to educate the public on the impact of their purchases on environmental, economic, and social sustainability. This research provides valuable insights into the correlation between consumer characteristics, education, and their needs concerning circular fashion.