The COVID-19 pandemic has challenged fast fashion to circular products to prevent excessive overstock in responding to consumers' shift toward less consumption. These shifts are worth studying as consumers are willing to partake in pro-environmental behaviors, leading to a circular business model for fast fashion. This study explores how sustainable knowledge and consumer goals toward circularity can influence behavior toward circular consumption based on the goal framing theory. An online survey employing the Prolific survey platform was conducted with 300 fast-fashion consumer panels. The quantitative approach (ANOVA, cluster, factor, multiple regressions analyses) supported that consumers' framed-goals toward circularity significantly influence their intention to purchase fast fashion products. Fast-fashion consumers have prioritized reliable communication and pro-environmental goals to respectfully purchase circular products and 5Rs behaviors. They perceived circular economy and environmental knowledge as deciding factors in their pursuits of circularity. It corresponds to the benefits of lucrative circular business applications for fast fashion.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1985862 |
| Date | 08 1900 |
| Creators | Wilbourne, Kathy |
| Contributors | Kim, HaeJung, Kim, JiYoung, Gam, Hae Jin |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Wilbourne, Kathy, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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