Circular fashion: an investigation of barriers and drivers of Belgian consumers influencing their slow fashion purchase intention

Abstract

Today, the fashion industry is dominated by fast fashion. This trend is characterized by increased seasons, low prices, as well as mass and standardized production. It leads consumers to buy more clothes than they need and discard them quickly, resulting in overconsumption and fashion waste. On the production side, the fashion industry has negative environmental and social impacts. Besides environmental pollution and waste, the industry exploits workers through low wages, unpaid overtime, dangerous working conditions, and child labor. This linear system will not be sustainable in the long run. In this regard, slow fashion is seen as an alternative to fast fashion and a way to improve sustainability in the fashion industry. This movement derives from the principles of circular economy and circular fashion and aims to tackle environmental and social issues of the fashion industry. It seeks to change the way clothing is produced and consumed. Consumers will assume a crucial role in the transition to a more sustainable fashion industry through their consumption behavior. Despite the growing interest in slow fashion, little is known about consumers’ perceptions. Therefore, this work aims to determine factors influencing the slow fashion purchase intention of consumers. This study examines the potential effect of drivers, barriers, and other consumers’ characteristics on slow fashion purchase intention based on an extant literature review on sustainability in the fashion industry. Through a quantitative online survey, quality garments and timeless style, local and transparent supply chain, as well as psychological and social aspects were found to influence slow fashion purchase intention positively. In contrast, the perceived higher price and the lack of trust influenced it negatively. Nevertheless, environmental and social knowledge and concerns, dissatisfaction with fast fashion and the search for uniqueness, consumers’ desire to be fashionable, as well as the desire for convenience, comfort and practicality were not found as significant predictors. Furthermore, educational level was found to somewhat impact the purchase intention but was not a significant predictor. This work concludes with theoretical and managerial implications and discusses limitations and suggestions for further research.