Consumer attitudes and communication in circular fashion

Kaisa Vehmas, Anne Raudaskoski, Pirjo Heikkilä, Ali Harlin, Aino Mensonen

Research output: Contribution to journalArticleScientificpeer-review

17 Citations (Scopus)


Purpose: The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers. Design/methodology/approach: The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders. Findings: Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers. Research limitations/implications: In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide. Originality/value: This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.

Original languageEnglish
Pages (from-to)286-300
Number of pages15
JournalJournal of Fashion Marketing and Management
Issue number3
Publication statusPublished - 9 Jul 2018
MoE publication typeA1 Journal article-refereed


  • Circular clothing
  • Circular economy
  • Co-creation
  • Communication
  • Consumers
  • Relooping fashion

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