Does Thinking Green Mean Acting Green in Circular Fashion?
DOI:
https://doi.org/10.55845/joce-2026-41260Keywords:
Circular Fashion, Thinking Green, Acting Green, Theory of Planned Behaviour, 9R Principles, Attitude–Behaviour Gap, Consumer Behaviour, Green Products, SurveyAbstract
Circular fashion applies the principles of the circular economy to the fashion industry, aiming to keep both garments and materials in use as long as possible through closed-loop design, waste elimination, and regeneration of natural systems, thereby replacing the traditional linear “take-make-dispose” model. At the consumer level, “thinking green” refers to a pro-environmental cognitive orientation and interest in sustainable products, while “acting green” denotes actual pro-environmental purchasing and usage behaviour, specifically the adoption of circular fashion products. Based on a survey of 233 consumers in Spain, this study examines whether awareness and application of circular fashion principles, products, enablers and benefits translate into green thinking and, ultimately, into acting green through the use of circular fashion products. It highlights the importance of understanding the transition from thinking to acting green, as thinking alone is not enough to drive sustainable behavioural change. Consumers prioritise price over environmental causes when shopping, and their purchase habits are driven more by individual fashion goals than collective green fashion concerns. The results suggest that consumers have a positive attitude towards green products in fashion. However, not all the principles of circular fashion are well understood and applied in consumers' daily lives. Thinking and acting green in circular fashion is crucial for creating a sustainable future.
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