THE  IMPACT OF SLOW AND CIRCULAR FASHION ON CONSUMERS’ CHOICE OF CLOTHING APPAREL

Stella  Daah Siaw; Moses Opoku; Sarah Baiden

doi:10.54443/sibatik.v3i4.1844

THE IMPACT OF SLOW AND CIRCULAR FASHION ON CONSUMERS’ CHOICE OF CLOTHING APPAREL

Stella Daah Siaw

Moses Opoku

Sarah Baiden

In the current period characterised by heightened awareness of environmental sustainability and ethical consumerism, the fashion industry is undergoing a significant transformation as it embraces slow and circular fashion practices. This development has been very promising due to the environmental dangers associated with fast fashion. There are many factors that shape consumer preferences within the context of sustainable fashion. The emergence of slow fashion, which is defined by deliberate consumption and ethical manufacturing and circular fashion, prioritises closed-loop systems and responsible end-of-life practices, have presented an attractive and a new dimension of producing environmental-friendly fashion for consumers. Irrespective, of the global efforts in protecting the environment through the right choice of clothes, which is supported by the slow fashion paradigm, some people are still glued to fast fashion model without necessarily considering its associated impacts. This study examines the impact of slow and circular fashion on customers' clothing choices and their effects on the environment. Again, it underscores the psychological, social, economic, and environmental issues that influence the adoption of slow and circular fashion. Data were obtained via online questionnaire. The study revealed that the development of slow and circular fashion models among customers has been impeded due to a deficiency in proactive communication from various retailers who contribute to the sustainability mission.

Keywords: Consumers Choice of Clothing Apparel Slow and Circular Fashion Sustainable fashion and Fast fashion

Abdelmeguid, A., Afy-Shararah, M., & Salonitis, K. (2022). Investigating the challenges of applying the principles of the circular economy in the fashion industry: A systematic review. Sustainable Production and Consumption, 32, 505-518.

Adamkiewicz, J., Kochańska, E., Adamkiewicz, I., & Łukasik, R. M. (2022). Greenwashing and sustainable fashion industry. Current Opinion in Green and Sustainable Chemistry, 38, 100710.

Akdemir, N. (2018). Visible expression of social identity: The clothing and fashion. Gaziantep University Journal of Social Sciences, 17(4), 1389-1397.

Aus, R., Moora, H., Vihma, M., Unt, R., Kiisa, M., & Kapur, S. (2021). Designing for circular fashion: integrating upcycling into conventional garment manufacturing processes. Fashion and Textiles, 8, 1-18.

Brewer, M. K. (2019). Slow fashion in a fast fashion world: Promoting sustainability and responsibility. Laws, 8(4), 24.

Castro-López, A., Iglesias, V., & Puente, J. (2021). Slow fashion trends: are consumers willing to change their shopping behavior to become more sustainable?. Sustainability, 13(24), 13858.

Centobelli, P., Abbate, S., Nadeem, S. P., & Garza-Reyes, J. A. (2022). Slowing the fast fashion industry: An all-round perspective. Current Opinion in Green and Sustainable Chemistry, 100684.

Cooper, T., & Claxton, S. (2022). Garment failure causes and solutions: Slowing the cycles for circular fashion. Journal of Cleaner Production, 351, 131394.

Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Núnez-Barriopedro, E. (2022). The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion. Corporate Governance: The International Journal of Business in Society, 22(3), 458-473.

D’Adamo, I., Lupi, G., Morone, P., & Settembre-Blundo, D. (2022). Towards the circular economy in the fashion industry: the second-hand market as a best practice of sustainable responsibility for businesses and consumers. Environmental Science and Pollution Research, 29(31), 46620-46633.

Dan, M. C., & Østergaard, T. (2021). Circular fashion: The new roles of designers in organizations transitioning to a circular economy. The Design Journal, 24(6), 1001-1021.

Dissanayake, D. G. K. (2022). Enabling circular fashion through product life extension. In Sustainable Approaches in Textiles and Fashion: Circular Economy and Microplastic Pollution (pp. 21-40). Singapore: Springer Singapore.

Dissanayake, D. G. K., & Weerasinghe, D. (2021). Towards circular economy in fashion: Review of strategies, barriers and enablers. Circular Economy and Sustainability, 1-21.

Domingos, M., Vale, V. T., & Faria, S. (2022). Slow fashion consumer behaviour: A literature review. Sustainability, 14(5), 2860.

Dragomir, V. D., & Dumitru, M. (2022). Practical solutions for circular business models in the fashion industry. Cleaner Logistics and Supply Chain, 4, 100040.

Elhajjar, S. (2023). Factors influencing buying behaviour of Lebanese consumers towards fashion brands during economic crisis: A qualitative study. Journal of Retailing and Consumer Services, 71, 103224.

Everett, A. (2021). Clothing and the Great Depression: A Fashion Trend Analysis. HiPo: The Langara Student Journal of History and Political Science, 4, 78-84.

Freudenreich, B., & Schaltegger, S. (2020). Developing sufficiency-oriented offerings for clothing users: Business approaches to support consumption reduction. Journal of Cleaner Production, 247, 119589.

Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability, 12(7), 2809.

Grassi, A. (2019). Providing Transformative Experiences through Art Foundations: A Conceptual Model for Luxury Fashion Brands (Doctoral dissertation, University of Huddersfield).

Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. Journal of Promotion Management, 26(4), 544-568.

Kant Hvass, K., & Pedersen, E. R. G. (2019). Toward circular economy of fashion: Experiences from a brand’s product take-back initiative. Journal of Fashion Marketing and Management: An International Journal, 23(3), 345-365.

Khan, M. A., Vivek, Minhaj, S. M., Saifi, M. A., Alam, S., & Hasan, A. (2022). Impact of Store Design and Atmosphere on Shoppers’ Purchase Decisions: An Empirical Study with Special Reference to Delhi-NCR. Sustainability, 15(1), 95.

Khandual, A., & Pradhan, S. (2019). Fashion brands and consumers approach towards sustainable fashion. Fast fashion, fashion brands and sustainable consumption, 37-54.

Kim, Y. K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and textiles, 6(1), 1-16.

Mandarić, D., Hunjet, A., & Vuković, D. (2022). The impact of fashion brand sustainability on consumer purchasing decisions. Journal of Risk and Financial Management, 15(4), 176.

Matušovičová, M. (2020). Sustainable fashion as a part of the circular economy concept. Studia Commercialia Bratislavensia, 13(45), 215-223.

McEachern, M. G., Middleton, D., & Cassidy, T. (2020). Encouraging sustainable behaviour change via a social practice approach: a focus on apparel consumption practices. Journal of Consumer Policy, 43, 397-418.

Mishra, S., Jain, S., & Malhotra, G. (2021). The anatomy of circular economy transition in the fashion industry. Social Responsibility Journal, 17(4), 524-542.

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.

Ndi Wanki, E. (2018). Social identity and consumer preference formation for high involvement products: A study of Nigerians in the UK (Doctoral dissertation, University of East London).

Nessim, Y., & Bardey, A. (2022). The rise of female empowerment in Egypt: The fashion psychology behind their attire and armour. In Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives (pp. 213-240). Cham: Springer International Publishing.

Okur, N., & Saricam, C. (2019). The impact of knowledge on consumer behaviour towards sustainable apparel consumption. Consumer behaviour and sustainable fashion consumption, 69-96.

Paço, A., Leal Filho, W., Ávila, L. V., & Dennis, K. (2021). Fostering sustainable consumer behavior regarding clothing: Assessing trends on purchases, recycling and disposal. Textile Research Journal, 91(3-4), 373-384.

Pal, R., Shen, B., & Sandberg, E. (2019). Circular fashion supply chain management: Exploring impediments and prescribing future research agenda. Journal of Fashion Marketing and Management: An International Journal, 23(3), 298-307.

Rashad, R. M. (2023). The theory of interpersonal behaviour and its role in explaining Farida Kahlo's psychological condition: How psychological artistic influences fashion design. International Design Journal, 13(5), 165-179.

Shrivastava, A., Jain, G., Kamble, S. S., & Belhadi, A. (2021). Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities. Journal of Cleaner Production, 278, 123772.

Soyer, M., & Dittrich, K. (2021). Sustainable consumer behavior in purchasing, using and disposing of clothes. Sustainability, 13(15), 8333.

Ta, A. H., Aarikka-Stenroos, L., & Litovuo, L. (2022). Customer experience in circular economy: Experiential dimensions among consumers of reused and recycled clothes. Sustainability, 14(1), 509.