Fast Fashion Circularity : Understanding Swedish Consumers Clothing Recycling Behavior in Brand-Led Take-Back Initiatives

Abstract As the fast fashion industry faces a lot of pressure to become more sustainable, clothing take-back programs has been implemented as a way to increase circularity. Urged by policies on textile waste and stronger corporate promises, fast fashion brands are offering recycling options to consumers. But even with these efforts, participation in these programs remains low. This raises questions about what hinders individuals from engaging in circular behaviors such as clothing take back programs and what motivates them. Understanding these barriers and motivations is essential if firms’ circular initiatives are to succeed. This thesis explores clothing recycling from the consumer’s point of view, focusing on fast fashion in the Swedish context. It seeks to answer two main questions: What factors influence consumer participation in clothing take-back programs? And how can participation in these initiatives be effectively increased? Led by the Theory of Planned Behavior (TPB), the study examines the influence of behavioral attitudes, subjective norms, and perceived behavioral control. Where variables such as environmental knowledge, convenience, peer influence, perceptions of greenwashing, and perceived incentives (both economic and environmental) are assessed in relation to actual participation in take-back programs. To answer the research questions, a mixed-methods approach was used, combining data from 138 survey responses and qualitative insights from a case study. While many respondents expressed positive attitudes towards clothing recycling, the findings showed a gap between attitude and actual behavior. Participation is often blocked by factors such as limited awareness of the programs, unclear environmental benefits, logistical inconveniences, and skepticism about how the collected clothes is actually recycled. Notably, only two TPB-based hypotheses were significant, peer influence and perceived incentives. The other four TPB-based hypotheses, environmental knowledge, convenience, greenwashing and inconsistent sustainability messaging were not supported. Suggesting that the standard model of behavior may fall short in explaining the complexities of consumer decision-making in these areas. To complement this finding, survey responses which captured a qualitative insight was used to provide understandings of individuals' personal experiences, such as perceived barriers, motivations, and suggestions for improving participation in clothing take-back programs. The case study data was used to compare consumers experience and suggestions for improvement with current firms’ initiatives, this to provide practical solutions on how to attract and increase participation. This study contributes to ongoing conversations about sustainability and circularity by highlighting the gap between what people say and what they do. It also offers practical guidance for fashion brands, stressing the importance of clear communication, easier access, and building consumer trust. The findings reveal that when developing circular initiatives which are dependent on consumers participation, it is important that firms collaborate and involve the consumer in the process. That, creating true circular systems means understanding and addressing the human side of recycling behavior.