The consumer adoption of circular fashion practices remains constrained by barriers that extend well beyond process and convenience. This study aims to investigate consumer awareness, attitudes and behavioral intentions toward circular fashion adoption within the Indian context, grounded in the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory.
An exploratory mixed-method approach was used, integrating a structured quantitative survey with 92 respondents aged between 18 and 60 years along with qualitative semistructured interviews with ten individuals from demographic groups, including young individuals, homemakers and professionals. Data analyzed through descriptive statistics, simple regression and inductive thematic analysis.
Awareness of the fast fashion’s environmental damage has increased; however, this awareness is not directed to sustainable consumer actions, confirming the attitude-behavior gap. Aesthetics emerged to be strong predictor of buying intentions, while price and cleanliness are not significant barriers. Cultural and spiritual resistance to preloved clothing adoption in the Indian context was prevalent.
The study contributes to consumer behavior understanding using TPB and VBN models in CF. Culturally specific barriers, spiritual and energy beliefs about secondhand clothing, are identified, inhibiting preloved market adoption in the Indian context, offering actionable insights for policymakers, fashion brands and industry stakeholders seeking to bridge the awareness-behavior gap in circular consumption.
