The importance of circular attributes for consumer choice of fashion and textile products in Australia

Abstract

Circular design and business models could reduce the fashion and textile industry's significant adverse environmental impacts. Product innovation and shifts towards circular business models remain challenging for fashion businesses, however, with a key barrier being uncertainty around consumer acceptance of new circular products. This study conducted four hypothetical online shopping experiments among Australian consumers (n = 774) examining fashion products with circular product attributes. Using the method of choice-based conjoint analysis, the study provides an analysis of consumer preferences and purchasing intentions based on the circular attributes recycled content, recyclability, product lifetime, and repairability besides other product attributes, specifically price, model/fit and material composition. Results show that circular product attributes are more important determinants of consumer choice than the other tested attributes, except for price. Durability ranks as the most important circular economy attributes, before recyclability, repairability, and recycled content. Results further demonstrate that consumers value products that are made from 100 % recycled content or that are fully recyclable the highest, while small percentages of recycled content or partial recyclability add little value for consumers. Overall findings demonstrate that consumers value circular attributes, and in particular durability, when purchasing fashion and textile products yet also highlight challenges around designing for easier recyclability and pricing. Recommendations to address challenges such as engaging consumers in product design and development, or policy design that internalises the social and environment costs of ‘fast fashion’, are discussed.