Circular fashion: is fashion for the environment possible? A survey on the propensity to responsible purchasing and consumption

In recent years, a new business model has appeared on the global economic-industrial scene that aims to integrate the principles of the circular economy with those of the fashion industry, giving rise to the so-called circular fashion. This phenomenon has become the subject of numerous studies in the managerial literature; however, the various research carried out so far has focused mainly on fashion manufacturers and retailers, with limited focus on consumers. This study starts from the assumption that the real protagonists of the circular fashion transition are the consumers with their purchasing and consumption choices, whose understanding is, therefore, crucial for companies wishing to build an efficient circular fashion system. Therefore, the aim is to make an empirical contribution to studies on the attitudes and behaviour of individuals concerning circular processes in the fashion industry, investigating their level of awareness, perceptions, and readiness to adopt new conscious approaches when purchasing, using, and disposing of clothing. These issues are also analysed from a generational perspective to highlight similarities and inconsistencies in perception and behaviour between different age groups. To this end, a quantitative questionnaire was conducted; 386 individuals participated in the study. The results identify a behavioural gap, namely a discrepancy between fashion preferences and actual behaviour among individuals regarding environmental sustainability. As a consequence, fashion companies should reduce the gap perceived by people between fashion and circularity to compete successfully in the market