Consumer Motivations, Engagement, and Circular Behavior Towards Innovative Sustainable Fashion
Abstract
Innovative sustainable fashion (ISF) is attracting considerable attention from fashion consumers. To consumer expectations, these products were created through eco-friendly processes and materials. As a result, product prices are premium. This research examines whether paying a premium will lead to behavioral spillover, fostering circular engagement among fashion consumers. Research findings indicated that willingness to pay a premium did not create an intention to engage in circular fashion practices among consumers. Furthermore, there are specific values that consumers demand from circular engagement with the ISF product. Based on the research findings, a theoretical framework has been proposed to ensure circular engagement among ISF consumers.
Keywords: Sustaianble Fashion, Consumer Engagement, CVF, Circular
How to Cite:
Haque, M. & Lang, C., (2025) “Consumer Motivations, Engagement, and Circular Behavior Towards Innovative Sustainable Fashion”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21616
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