Not all circular fashion models are the same: A comparative study of consumer acceptance of different circular fashion models

Forintos-Szűcs Anita (2026) Not all circular fashion models are the same: A comparative study of consumer acceptance of different circular fashion models. In: Clocks Can Be Stopped, Tipping Points Cannot. Budapesti Gazdaságtudományi Egyetem, Budapest, Magyarország, pp. 1-13. ISBN 978-615-6886-34-7

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Abstract

Circular economy has emerged as a key response to sustainability challenges facing the fashion industry. However, the literature often treats circular fashion consumption as a homogeneous phenomenon. The aim of this study is to examine whether different circular fashion models—purchasing sustainable products, second-hand consumption, and clothing rental—are accepted to varying degrees among consumers. The study is quantitative, based on a questionnaire survey of a sample of university students (N = 137), and we used repeated-measures analysis of variance to analyse the data. The results show significant differences between the examined models (p < 0.001) and indicate a large effect size, which suggests that circular fashion cannot be considered a uniform consumption category. Purchasing sustainable products was the most accepted, followed by second-hand consumption, while clothing rental showed significantly lower acceptance. The results suggest that circular models align with consumer decision-making logic to varying degrees, which influences the actual adoption of such models. This study contributes to the literature on sustainable consumption and the circular economy by empirically confirming the heterogeneity of circular fashion and highlighting that the success of sustainable transition depends heavily on consumer acceptance.

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Budapesti Gazdaságtudományi Egyetem

Mű típusa:	Könyv része
Szerző publikációban használt neve:	Publikációban használt név ORCID MTMT szerző azonosító Forintos-Szűcs Anita
Kulcsszavak:	circular fashion, consumer acceptance, second-hand consumption, clothing rental, sustainable purchasing, consumption models, perceived risk (D12)
Felhasználó:	Kinga Eszenyi-Bakos
DOI azonosító:	https://doi.org/10.29180/978-615-6886-34-7_2
Rekord készítés dátuma:	2026. Aug. 19. 11:33
Utolsó módosítás:	2026. Aug. 19. 11:33
URI:	https://publikaciotar.uni-bge.hu/id/eprint/2679

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