Circular economy mindset development: from a consumer behaviour analysis survey to circularity maturity levels

Abstract

By satisfying the human need of clothing, among other textile uses, the textile industry influences traditions and lifestyles, having a crucial role in socio-cultural, political and economic dimensions. However, although it has a significant role in the globalised market, the textile industry is also responsible for extensive social and environmental impacts that comprises slavery, unhealthy work conditions, huge pollution footprints, and intensive throw-away practices. Circular Economy, as a disruptive economic model, presents solutions based on new circular business models that prevent such impacts and intend to generate positive influences in society and the natural environment. Therefore, Circular Fashion, a new textile economy, encompasses stakeholders throughout the value chain, with particular interest in the engagement of apparel consumers. Studies in the fields of Behavioural Psychology and Behavioural Economics show that public commitment to disruptive initiatives, such as circular business models, are decisive to their success. Nonetheless, Circular Fashion presents challenges involving significant consumer behavioural shifts, which so far have not been explored by the literature. Aiming to fulfill this gap, the present research proposes to identify the distinct circular mindsets addressed by circular business models through an Exploratory Literature Review, investigate indicators that determine fashion consumer behaviours and detect factors that support and guide circular behaviours by means of a survey to be carried in Brazil and the Netherlands, and, through a roadmap, illustrate the emergence of users' circular mindset in the textile industry. (AU)