Consumer Attitudes Towards New Circular Models in the Fashion Industry
Zdenka Musova, Hussam Musa, Jennifer Drugdova, George Lazaroiu, Jehad Alayasa
Keywords:
circular economy, new circular models in the fashion industry, consumer attitudes, competitiveness
Abstract:
The fashion industry ranks among the most resource-intensive and environment-polluting
industries. Circularity has been discussed as a solution to these problems. However, the transition
towards a circular economy (CE) requires fundamental changes in the behavior and actions of
all market entities. Consumer interest in sustainability and circularity can stimulate businesses to
become more responsible and to offer circular solutions, and thus create a significant competitive
advantage for these firms in a globalized market. This paper examines consumer attitudes
towards the new circular models in the fashion industry (e.g. slow fashion, swapping, clothes
rent, etc.). Consumer knowledge of these models, consumer willingness to support them as well
as a correlation to selected demographic characteristics will be described along with consumer
attitudes towards textile products made of waste and recycled material. Results will be introduced
from a questionnaire survey carried out in October and November 2019 using the sample of 468
respondents in Slovakia. The obtained data were evaluated using statistical methods (Pearson
Chi-Square, Wilcoxon test, Spearman’s correlation coefficient). While generally a low awareness
of Slovak consumers of new models in the fashion industry was confirmed, the willingness of
consumers to engage and support circular solutions was shown, especially among the younger
generations. These results show that businesses that react to consumer expectations regarding
circularity by offering products and services with environmental benefits may increase their
competitiveness.
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 Consumer Attitudes Towards New Circular Models in the Fashion Industry [PDF file] [Filesize: 1.18 MB]
 10.7441/joc.2021.03.07
Musova, Z., Musa, H., Drugdova, J., Lazaroiu, G., & Alayasa, J. (2021). Consumer Attitudes Towards
New Circular Models in the Fashion Industry. Journal of Competitiveness, 13(3), 111–128. https://doi.org/10.7441/joc.2021.03.07
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