Circular Fashion – Consumers’ Attitudes in Cross-National Study: Poland and Canada

Abstract

The limits of the present linear economy model (take-make-waste) are well illustrated by the textile and clothing sector, one of the most indispensable consumer goods industries. Although a huge increase in the number of publications on the circular economy can be observed, the number of papers analyzing consumers’ attitudes and behavior toward circular fashion, especially the ones comparing consumers from different regions, is still limited. The article aimed to assess consumers’ attitudes toward circular fashion and draw a cross country comparison in this respect. The research focused on the three pillars of the latest EU Sustainable Product Policy Framework, i.e., designing sustainable products, empowering consumers, and circularity in production processes. An online survey and convenience sampling were used to collect valid responses from two countries (i.e., Canada and Poland) with different cultures, levels of economic development, and approaches to environmental and social issues. The results showed that significant differences between the countries emerged to a greater extent regarding consumers’ attitudes toward environmental labels for fashion products and sustainable buying behavior. The Polish respondents perceived the need for such labels to a greater extent. The Canadian ones, on the other hand, turned out to be more willing to choose sustainable clothing and reduce consumption. The differences between the countries were much less conspicuous as regards circular cues and circularity in fashion production processes. They appeared only in the case of clothing durability and the impact of production processes on air quality. Those aspects turned out to be more important for Polish respondents.

Keywords

• circular fashion
• consumer
• attitude
• behavior
• production processes
• environmental labels
• clothing
• textiles
• circular economy