Circulatory fashion does not work without participating the consumer: inside

Even if European consumers may be ready for a circular economy, their wallets are not (yet).

A current study carried out in four European regions for the EU project-Catalonia, Berlin, Prato and Grenoble-showed that price and convenience are important factors for the acceptance of circulatory fashion. As long as offers such as second -hand, rental and repair remain expensive or uncomfortable, Fast fashion will continue to dominate.

Why the behavior of consumers: is important on the inside

According to the report “Circularity Gap Report Textiles”, the global textile industry is only 0.3 percent circular. Of the 3.25 billion tons of materials that they use annually, more than 99 percent of new ones are of new origin. Further environmental pollution is widespread – from water pollution and carbon emissions to garbage mountains. In addition, social injustices run through the entire production chain. Although the efforts to redesign the textile industry have so far largely focused on production, consumers also play an active role inside. Your decisions can move brands to more circulatory offers. At the same time, the decision for durable clothing and the acceptance of reuse and repair can have positive effects.

Consumer: Inside shouldn’t just wait until changes in Brussels or on the boardrooms of companies; You can also make a difference through your purchase decisions. System changes in politics, industry and in the financial sector are essential, but the behavior of consumers: inside remains a powerful lever.

Fast fashion does not flood the planet on its own, but is fueled by our habits. As part of the Solstice EU project, we have set ourselves the goal of understanding people at the end of the supply chain: the carriers: inside, buyers: inside, repairing and disposable of textiles. By mapping behavior patterns in the four regions, we lay the foundation for local pilot projects that are tailored to real contexts. We hope that they do real change.

What drives (and blocked) circulatory habits?

The price is the biggest motivator – and the biggest hurdle

In all regions, consumers confirmed: Inside that the price was the decisive factor when buying clothes. This applies regardless of whether you want to buy new or second -hand or want a loved one but worn items. Sometimes it is enough perceptionthat circulatory options are too expensive to deter people. Circulatory alternatives such as second-hand shopping (in some cases), rental or repair services are simply considered less economical and comfortable than the low fashion prices. This applies in particular if the actual costs for materials, workers and services such as repairs are not visible. The repair of a 20 euro jeans can often cost as much as a new purchase, which makes circulatory options a difficult decision. If circular fashion is to be competitive, it must be both affordable and accessible.

Perceptions are also different. Circular fashion is often viewed as an exclusive or higher quality in low -income quarters and often marketed as something demanding. In the low -income areas, the price is the most important basis for decision -making. Circulatory solutions must meet these different requirements by ensuring that the offers are both high quality and affordable. Subsidies, alternative price models or public investments could help close this gap. As long as sustainable fashion does not make sense for everyone, it will remain a niche and not the norm.

Access and convenience shape the behavior

Awareness alone is not enough. Even if the buyers knew: In the inside about circulatory options, many did not use them because they were not easily accessible goods or not fit into their everyday life. Tobility is only a facet of access. Location, lack of infrastructure, access to certain services and even cultural accessibility are other important factors. In Berlin, where options such as clothing exchange and rental systems occur more frequently, awareness and participation were significantly higher. In Catalonia, where such services are rare, the commitment was significantly lower. The pattern is clear: infrastructure enables behavior. Circulatory solutions have to be the easier choice – it is not enough that they are simply visible.

Different consumers: inside, different needs

We have two overarching profiles of consumers: identified inside. First, Conscious consumer: insidethat are trend -oriented and expressive and can be influenced by peers or social media. This type of shopping is more common in younger people, but not exclusively. In order to address this type of buyer: inside, circular fashion must feel fresh and stylish and with the identity of the consumers: match inside. Circulatory solutions such as rental and exchange can hit the mark and enable continuous refreshing of the wardrobe without additional costs for the planet – if they offer the kind of diversity that are Conscument -oriented consumer: inside wish. In contrast, are purpose -oriented consumers: inside Usually practical, price -conscious and focused on the value. You buy longevity, comfort and require new products out of necessity and prefer new products. Simple, reliable and affordable circular options could arouse the interest of this group.

Of course, these are only rough categorizations, and we have to make sure not to generalize. Decisions are influenced by numerous factors, from income and the needs of the family to geographical location and access. However, understanding of these general behaviors can help to design circulatory offers that pick up people where they stand and make circular fashion for easier choice.

Consciousness is not the same

Even in areas where circulatory services – such as repair workshops – were widely known, the actual use was low. The reasons for this are diverse. When buying a second-hand purchase, concerns about hygiene, trust, convenience and even social stigmatization were widespread. This shows that knowledge alone does not change behavior. Solutions must be simple, trustworthy and anchored in everyday life. For example, rental services must be easy, inclusive and stylish enough to be able to compete with FASTHION – and not only exist theoretically.

The context is important, from the neighborhood to the nation

Cultural norms, economic status, urban/rural differences and even certain districts shape the commitment of consumers: inside, whereby there are some striking differences between the regions. In Berlin, for example, there are numerous circulatory solutions, but decision -making tiredness can be consumers: overwhelming inside. There are fewer solutions in Catalonia, so awareness and use are lower. In Prato and Grenoble we saw strong connections between clothing consumption and economic hardship – solutions have to pick up people where they stand.

Even districts within cities tell different stories. As already mentioned, low -income quarters can see circulatory initiatives as exclusive and high -quality, while for others the affordability is the most important motivator. Therefore, circulatory strategies must be hyperlocal – tailored to the cultural, economic and educational conditions of each community.

Uniform solutions do not work. We need tailor -made interventionsthat are based on local conditions.

What’s next?

These findings already help with the design of local pilot projects in all four regions. Circulatory textuallinitives are tailored to the actual consumption habits and needs by aiming at certain population groups; Test what works in practice and concentrate on making circular fashion more affordable and accessible. That can mean many different things: Bringing mobile repair services into rural areas, setting up trend-conscious exchange exchanges in city centers, introducing support programs for low-income communities, providing digital gamification platforms so that citizens can get in touch with their local circulatory companies, and even integrate circulatory education into the curricula of the schools.

Since the global fashion industry is constantly evolving, the need for circulatory solutions has never been as urgent as it is today. Our research in Berlin, Prato, Catalonia and Grenoble illustrates the complexity of the commitment of consumers: inside and the obstacles to circulatory textile solutions. However, it also underlines the immense potential that lies in community -oriented initiatives, tailor -made strategies and improved access to circulatory alternatives.

The behavior of consumers: inside is often shown as the last hurdle for circular fashion – but it is also the key to opening up demand. If circulatory decisions become a simple, affordable and desirable option, people will follow. With each step, our goal is the same: reducing textile waste by enabling people to buy less, buying less, better buying and using their clothes longer.

Systemic changes in the fashion industry require changes at all levels – from global supply chains to local shopping habits. Change changes will not solve everything, but will Without them, no other solution will exist.