Understanding Consumer Behaviour and the Circular Economy Transition in Sustainable Fashion: A Systematic Literature Review

ABSTRACT The fashion industry plays a key role towards global sustainability goals, yet remains among the most sustainability‐impacting sectors. Since 2020, several disruptions—including the Covid‐19 pandemic, geopolitical instability, and ambitious sustainability policies—have dramatically reshaped how consumers interact with fashion. In response, the rapidly growing academic literature in the field calls for a coherent, updated synthesis. This systematic literature review synthesises 171 recent studies published over the last 5 years (2020–2024) on consumers and sustainable fashion. Using qualitative content analysis and pattern coding, the study identifies a five‐profile consumer typology reflecting how psychological, social, and contextual dynamics can shape consumer engagement with sustainable fashion. Results also highlight the main academic literature trends, such as the changing nature of the attitude–behaviour gap and the growing importance of digital means. The findings provide an updated framework to guide corporate strategies, enhance stakeholder engagement, and inform future research work on sustainable fashion.