A research paper published in Frontiers in Sustainability by Tomasz Rokicki, Mariola Grzybowska-Brzezińska, Agnieszka Rusoń, Monika Puciato, and Piotr Szczypa explores the factors influencing circular fashion behaviour among millennials (Gen Y) and Gen Z. Using a survey of 408 respondents and Structural Equation Modelling, the authors tested nine hypotheses examining the relationships between environmental awareness, circular fashion awareness, willingness to change, willingness to pay a premium, and actual circular behaviour. The study provides valuable insights into what drives sustainable consumption among younger generations.

The findings show that environmental awareness is a powerful driver, strengthening both circular fashion awareness and actual circular behaviour. Circular fashion knowledge also boosts sustainable practices such as repairing, reusing, and second-hand purchasing. Importantly, willingness to change strongly correlates with adopting circular fashion and readiness to pay more for sustainable items. Yet, price sensitivity continues to limit consumer action, and the results highlight a persistent attitude behaviour gap: while many participants express openness to sustainable choices, this does not consistently translate into regular purchases.

Key Insights

• Awareness drives behaviour: Higher environmental awareness significantly boosts both circular fashion awareness and actual circular behaviour.
• Circular fashion awareness matters: Awareness directly links to adopting practices like repairing and second-hand purchasing.
• Willingness equals engagement: Consumers ready to change are more likely to adopt circular fashion and pay a premium.
• Financial barriers remain: Price sensitivity limits the transition from awareness to purchasing action.
• Gap between intent and action: Many are open to change but don’t yet engage in circular fashion regularly.

As Gen Y and Gen Z increasingly shape the fashion market, their attitudes and behaviours are crucial for a transition towards circularity. This research underscores the importance of raising awareness, ensuring affordability, and fostering willingness to change key elements that brands, educators, and policymakers must prioritise to make circular fashion mainstream.

For the full article and detailed methodology, you can read the paper by Rokicki, Grzybowska-Brzezińska, Rusoń, Puciato, and Szczypa here.