Purpose: This research examines the evolving landscape of circular fashion within the retail sector, with a specific focus on young Swedish consumers in the fashion industry and their perceptions and behaviors regarding clothing rental services and repair-remake models. By delving into the attitudes and preferences of these young consumers, the study aims to shed light on the factors driving the adoption of sustainable fashion practices in Sweden.
Methodology: Employing a qualitative abductive approach, this study conducts in-depth semi-structured interviews with young Swedish consumers in the fashion industry aged 20-30, selected through purposive sampling. These interviews are complemented by a thorough review of existing literature, theory, institutional reports, and empirical data to provide a comprehensive understanding of the subject matter.
Findings: The research uncovers varied attitudes and behavioral patterns among young Swedish consumers in the fashion industry towards clothing rental services and repair-remake models. Factors such as environmental consciousness, economic considerations, and emotional attachment to garments emerge as influential determinants in consumer decision-making processes. Moreover, the study identifies challenges and opportunities inherent in the adoption of circular fashion practices, highlighting the need for tailored strategies to enhance consumer engagement.
Implications: The findings of this study hold implications for both industry stakeholders and policymakers seeking to promote sustainable fashion practices in Sweden. By elucidating consumer perceptions and behavioral patterns, the research offers valuable insights into the development of effective marketing strategies, service enhancements, and policy interventions aimed at fostering a circular economy within the fashion retail sector.
Value: This research contributes to the growing discourse on circularity in fashion retail by offering empirical evidence and insights specific to the Swedish context. The study bridges existing gaps in the literature by providing a nuanced understanding of young consumers' attitudes towards clothing rental services and repair-remake models, thereby informing future research endeavors and decision-making processes within the industry.