(Palgrave Macmillan, 2025-03-13) Toquero-Iriarte, Maite; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This study investigates the impact of the fashion industry on the environment and the subsequent shift towards a more sustainable model. The ecological, economic, and social implications of this sector have fostered an increase in consumer awareness, prompting a demand for a more circular system. The concept of circular fashion, which promotes a closed-loop approach with an emphasis on recycled materials, has emerged as a key solution. However, the consumer perceptions of products made from recycled materials in the fashion industry remains relatively unexplored, necessitating an examination of potential barriers. By employing both model analysis and cluster analysis techniques, this research sheds light on the primary variables that significantly influence consumer attitudes and purchase intentions towards such products with a particular emphasis on performance risk. Moreover, the identification of four distinct consumer groups holds crucial implications for the development of targeted marketing strategies.