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Scientific Article details

Title Consumer attitudes and communication in circular fashion
ID_Doc 25145
Authors Vehmas, K; Raudaskoski, A; Heikkilä, P; Harlin, A; Mensonen, A
Title Consumer attitudes and communication in circular fashion
Year 2018
Published Journal Of Fashion Marketing And Management, 22, 3
DOI 10.1108/JFMM-08-2017-0079
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.
Author Keywords Consumers; Communication; Co-creation; Circular economy; Circular clothing; Relooping fashion
Index Keywords Index Keywords
Document Type Other
Open Access Open Access
Source Social Science Citation Index (SSCI)
EID WOS:000436123100001
WoS Category Business; Management
Research Area Business & Economics
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