Apparel Consumer Behavior and Circular Economy : Towards a Decision-Tree Framework for Mindful Clothing Consumption

The apparel consumer, one of the vital stakeholders in the apparel supply chain, has a significant role to play in moving the clothing industry in a sustainable direction. From purchasing and care practice to donation and disposal, every step of their decisions impacts the environment. Various internal and external variables influence those decisions, including culture, customs, values, beliefs, norms, assumptions, economy, gender, education and others. Therefore, we believe having a scientific understanding is very important, because consumers need to be aware of what makes ecoconscious apparel behavior; only then will the circular transition be eased. However, the key concern is whether the apparel consumers are aware of this knowledge or not. Therefore, we formulated a prospective study from a life cycle thinking point of view with a key focus on synthesizing apparel consumer behavior concerning clothing acquisition, maintenance and disposal through the circular economy lens. Hence, a circular economy lens framework is proposed, followed by three research questions’ (RQ) formulation: RQ1. What is the current norm of clothing acquisition, maintenance and disposal behavior?; RQ2. Is apparel consumer clothing acquisition, maintenance and disposal behavior circular-driven?; RQ3. What is the sustainable way of clothing acquisition, maintenance and disposal? These questions are followed by circular economy lens framework development for apparel consumers. Second, following the research questions, state-of-the-art literature-driven decisions were gathered to form constructive consumer-centric decisions over the apparel lifecycle. Third, building on this synthesis, a critical discussion is offered, following the decision-tree approach to inform relevant behavioral guidelines for consumers and other stakeholders in the apparel supply chain. Overall, our findings on apparel consumer behavior through the circular economy lens could serve as new guidelines for consumers to exercise mindful clothing consumption behavior.