Consumer Preference for End-of-Life Scenarios in the Fashion Industry

Abstract

Over the past two decades, global textile production and consumption have doubled, underscoring the environmental toll of the fashion industry's linear "take, make, waste" model. As the environmental burden of the fashion industry's linear model escalates, transitioning to a Circular Economy (CE) is imperative to reduce the consumption of virgin materials and decrease environmental degradation. This study investigates consumer preferences for end-of-life scenarios (EoL scenarios) within the fashion industry, specifically focusing on reused, remanufactured, and recycled clothing options. Through a cross-sectional survey employing the Kano model, this study categorizes consumer satisfaction attributes to quantify preferences for various EoL strategies for different types of clothing items; T-shirts, sweaters, jeans, and shorts. The Kano analysis revealed significant findings: six out of twelve attributes were classified as attractive, suggesting that these options—particularly remanufactured and recycled options—positively influence consumer satisfaction and preference. Notably, recycled options were consistently identified as either attractive or one-dimensional across all clothing items, enhancing customer satisfaction and indicating a robust preference for recycling. Conversely, the attributes related to reused options were categorized as indifferent, indicating that their presence or absence does not significantly affect consumer satisfaction. This suggests a lack of consumer enthusiasm for reuse, which may reflect misalignments with circular economy principles that prioritize reducing material use and extending product lifecycles. The study also highlights that higher positions on the R-ladder, indicating more intensive resource-saving measures, do not necessarily correlate with increased customer satisfaction. Further, segmentation analysis revealed that demographic factors like gender and age influence preferences for EoL scenarios. For instance, female consumers showed a stronger preference for remanufactured and recycled options across all clothing types, suggesting that targeted marketing strategies could enhance receptivity towards these EoL scenarios. Meanwhile, younger consumers were more open to all EoL options compared to older demographics who favoured recycling, highlighting the need for strategies that bridge generational preferences. This research suggests that while recycling is currently preferred, significant potential exists to enhance consumer receptivity to reuse and remanufacture through strategic education and marketing, aligning industry practices more closely with circular economy principles. Future research should explore the underlying motivations and barriers that influence consumer choices towards different EoL scenarios, helping to foster a more circular fashion industry.