Achieving fashion sustainability: circular economy enablers and the theory of planned behavior

Purpose This study aims to propose an extended model of the theory of planned behavior (TPB) in the fashion industry. This model helps to identify key enablers for consumers, which will facilitate the adoption of a circular economy (CE). These enablers were identified through extensive literature review. Design/methodology/approach An online survey was conducted with 362 respondents to test the model in the fashion industry. Convenience sampling was used and the survey was distributed via social media and email. Data analysis was performed using partial least squares and structural equation modeling was used to explore the relationships among the variables. Findings The findings indicate a positive and significant relationship between consumers’ environmental knowledge and their attitudes toward adopting the CE model. In addition, the results demonstrate that providing consumers with a channel to return used clothing positively influences their attitude. The availability of such a channel significantly impacts consumer attitudes toward CE. Originality/value This study contributes three novel elements to the TPB framework: availability, environmental knowledge and monetary benefits. This finding posits that consumers’ attitudes toward CE are significantly influenced by their environmental knowledge. This study also highlighted that attitude acts as a mediator in the relationship between environmental knowledge and intention, as well as between availability and intention.