Browsing by Author "Tamlander, Tom"

The current clothing industry has a major impact on the environment and there is an urgent need to change the current production habits to be more sustainable. One solution is to introduce circular fashion products that are more durable, more easily repairable and recyclable. The current linear production model, resulting in clothing either being incinerated or sent to landfills, could be substituted with a more cyclical approach to material usage. The recent literature findings on barriers to engaging in the circular economy suggest that consumers have a significant role in changing the current production systems. By exploring consumer willingness to pay for hypothetical products that incorporate sustainable attributes, the current culture of resistance to incorporating innovative materials and designs may become more favourable if demand for circular products is closely examined. This study uses the contingent valuation method and consumer theory to quantify the price premiums for three hypothetical clothing products (T- shirt, trousers, and winter jacket) with third-party verified claims for environmentally friendly production (environmental impact is minimised) and circular design (longer lifetime and recyclability of materials). The latent factor design and statistical analysis techniques such as exploratory factor analysis and principal component method (PCA) are used to develop theoretical indexes to capture consumer attitudes. These indexes, along with background questions, are treated as independent variables in the willingness to pay modelling using regression analysis. The objective is to comprehend the behavioural factors that increase the price premium for pro-circular and pro-environmental attributes in clothing. The study collected data through an online survey involving 700 participants from universities in Finland. The population comprises young customers, specifically from the Z generation. The majority of participants were women (79%) and based in the Helsinki-Uusimaa region (47%). The findings indicate that consumer group that actively seeks out and compares clothing durability is willing to pay higher prices for long-lasting circular fashion items. Furthermore, consumers who prioritize environmentally friendly clothing exhibit a preference for durability in the case of inexpensive items such as T-shirts and trousers, while expecting environmentally friendly materials and ethical production practices in expensive items such as winter jackets. This research provides valuable insights into consumer behaviour and preferences, which can inform the development of sustainability plans within the clothing industry. By understanding the behavioral factors that drive consumer demand for circular and environmentally friendly products, companies can adopt more conscious production and design processes.