Consumer Resistance to Circular Fashion: A Systematic Literature Review of Consumer Barriers and Innovation Resistance in Circular Business Models

ABSTRACT The transition toward circular fashion is widely promoted as a pathway to sustainable development, yet consumer resistance continues to hinder the adoption of circular business models across resale, rental, repair, and remaking. Existing research identifies numerous consumer barriers, but insights remain fragmented, model‐specific, and largely descriptive. This study addresses this gap by developing and applying a multidimensional barrier framework that extends innovation resistance theory to circular fashion. Based on a systematic literature review of 57 peer‐reviewed articles, consumer barriers are identified and categorized across circular business models. The framework distinguishes between external (functional and psychological) and internal (cognitive and affective) barriers, introducing affective barriers as a distinct analytical category. The findings show that consumer resistance is multidimensional, with functional barriers intertwined with cognitive, psychological, and affective dimensions. The framework advances consumer‐centered research and provides a basis for designing consumer‐aligned offerings and informing research on behavioral challenges in sustainable business strategies.