Consumer attitudes and communication in circular fashion

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

    Research output: Contribution to journalArticleScientificpeer-review

    33 Citations (Scopus)

    Abstract

    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
    Volume22
    Issue number3
    DOIs
    Publication statusPublished - 9 Jul 2018
    MoE publication typeA1 Journal article-refereed

    Keywords

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

    Fingerprint Dive into the research topics of 'Consumer attitudes and communication in circular fashion'. Together they form a unique fingerprint.

    Cite this