Percorrer por autor "Loths, Annabell Sofie-Marie"
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- Exploring consumer engagement with circular fashion : motivations, barriers and generational impact in GermanyPublication . Loths, Annabell Sofie-Marie; Ribeiro, Rita Moura Bastos de AlmeidaThe fashion industry is a major contributor to environmental pollution, with substantial consumption of water and the generation of significant greenhouse gas emissions. Annually, German consumers spend around €65.3 billion on apparel, thereby highlighting the significance of this market. In response to these environmental concerns, the concept of circular fashion has gained traction. Consumers play a key role in advancing the circular economy in the fashion industry, as their decisions to engage or not to engage in circular fashion strategies are crucial. Therefore, this study explores the motivations, barriers, and generational impacts on German consumers engagement with circular fashion. A qualitative research approach was adopted, involving 23 semi-structured interviews with individuals representing Generation X (1965 - 1980) and Generation Z (1995 - 2012). The findings of the study indicate that motivations and barriers vary significantly across different circular fashion strategies. The study identified financial considerations, comfort, and functionality as key motivators, while financial constraints, time limitations, and a lack of knowledge and visibility were the predominant barriers. It is noteworthy that generational differences have a substantial impact on consumer choices and behaviours in the context of circular fashion. Contrary to existing literature, this study shows that despite high levels of environmental awareness, Generation Z's sustainable intentions often do not translate into purchasing behaviour, highlighting a significant gap between environmental concern and consumer action.