Circular Fashion: Values, Risks, and its Effects on Purchasing Habits of Consumers


  • Asad Hussain Director, Asian Institute of Fashion Design, Iqra University, Karachi, Pakistan. Author
  • Muhammad Furquan Saleem Research Facilitation Unit, Iqra University, Karachi, Pakistan. Author
  • Yasir Ali Soomro Associate Professor of Marketing, Director of MSc Strategic Marketing Program, King Abdulaziz University, (KAU), Saudi Arabia. Author



Sustainability, Consumer Behavior, Purchasing Habits, Perceived Risks, Circular Fashion


The fashion industry is renowned for its significant environmental and social impact, prompting a growing interest in circular fashion as a potential solution. Circular fashion aims to minimize waste and maximize resource efficiency throughout the entire fashion lifecycle. As the concept gains traction, it becomes essential to investigate how consumers perceive and engage in a circular fashion, as well as the factors that influence their purchasing habits. This research article presents an in-depth exploration of the values associated with circular fashion, the perceived risks, and the effects of these factors on the purchasing habits of consumers. The study adopted a mixed-methods approach, combining quantitative surveys and qualitative interviews to obtain a comprehensive understanding of consumer attitudes and behaviors. The quantitative component involves the administration of a structured questionnaire to a diverse sample of fashion consumers across different age groups and socioeconomic backgrounds. The questionnaire assesses various dimensions, including awareness and understanding of circular fashion, perceived values (e.g., sustainability, ethical production), perceived risks (e.g., limited choices, higher costs), and actual purchasing behaviors. Statistical analyses, such as regression modeling and factor analysis, were conducted to identify significant associations and patterns in the data. In the qualitative component, semi-structured interviews were conducted with a subset of participants to explore their beliefs, motivations, and barriers concerning circular fashion. Thematic analysis was applied to extract recurring themes and generate rich qualitative findings. The findings shed light on factors that drive or hinder consumer engagement in a circular fashion and provide practical implications for industry stakeholders seeking to promote more sustainable practices.


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How to Cite

Circular Fashion: Values, Risks, and its Effects on Purchasing Habits of Consumers. (2023). Journal of Marketing Strategies, 5(3), 302-319.

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