Why Consumer Behavior Matters
The global textile industry is only 0.3 percent circular, according to the Circularity Gap Report Textiles. Of the 3.25 billion tonnes of materials consumed annually, more than 99 percent are virgin resources. Other environmental impacts are widespread — from water pollution and carbon emissions to mountains of waste — and social injustices run deep throughout the supply chain. While efforts to reform the textile industry have largely focused on production, consumers also play an active role. Their choices can push brands to adopt more circular practices. At the same time, choosing sustainable clothing and embracing reuse and repair can have positive effects on their own.
We cannot wait for change to come from Brussels or corporate boardrooms — consumers can also make a difference through the choices they make at the checkout. While systemic change in policy, industry, and finance is essential, consumer behavior remains a powerful lever. Fast fashion is not flooding the planet on its own; it is fueled by our habits. As part of the EU Solstice project, we have sought to understand the people at the end of the supply chain: the wearers, buyers, menders, and disposers of textiles. By mapping behavioral patterns in the four regions, we are laying the groundwork for local pilot projects tailored to real-life practice. We hope these projects will lead to meaningful change.
What Drives (and Blocks) Circular Habits?
Price is the biggest motivator — and the biggest barrier
Across all regions, consumers confirmed that price is the deciding factor when purchasing clothing, whether new or second-hand, or when considering repairing a worn but cherished item. Sometimes, the mere perception that circular options are too expensive is enough to deter people. Circular alternatives such as second-hand shopping (in some cases), clothing rental, or repair services are simply seen as less economical and less convenient than the rock-bottom prices of fast fashion — especially when the true costs of materials, labor, and services like repairs remain hidden. Repairing a €20 pair of jeans can often cost as much as replacing them, making circular options a hard sell. For circular fashion to compete, it must be both affordable and accessible.
Perceptions also vary. In higher-income neighborhoods, circular fashion is often viewed as more exclusive or higher quality — something aspirational. In lower-income areas, price remains the top concern. Circular solutions must respond to these different needs by ensuring the offer is both high-quality and affordable. Subsidies, alternative pricing models, or public investment could help bridge this gap. Until sustainable fashion becomes financially attractive to everyone, it will remain a niche rather than the norm.
Access and Convenience Shape Behavior
Awareness alone is not enough. Even when shoppers were aware of circular options, many didn’t use them because they weren’t easily accessible or didn’t fit into their daily routines. Affordability is just one aspect of access. Location, lack of infrastructure, access to certain skills, and even cultural accessibility are other key factors. In Berlin, where services like clothing swaps and rental systems are more common, awareness and participation were significantly higher. In Catalonia, where such services are scarce, engagement was much lower. The pattern is clear: infrastructure enables behavior. Circular solutions must be the easier choice — simply being visible is not enough.
Different Shoppers, Different Needs
We identified two broad consumer profiles. First, the shoppers for fun, who are trend-driven and expressive, influenced by peers or social media. This type of shopping is more common among young people, though not exclusively. To engage this group, circular fashion needs to feel fresh and stylish, aligned with the shopper’s identity. Circular solutions like renting and swapping can meet this need, enabling frequent wardrobe changes without added costs to the planet — if they offer the kind of variety that “shoppers for fun” are seeking. On the other hand, shoppers for purpose are typically practical, price-conscious, and value-driven. They shop out of necessity and prioritize sustainability, comfort, and need over novelty. Simple, reliable, and affordable circular options are likely to appeal to this group.
Of course, these are general categories, and we must be cautious not to overgeneralize. Decisions are shaped by many factors — from income and family needs to geographic location and access. But understanding these broad behaviors can help shape circular offerings that meet people where they are, making circular fashion the easier choice.
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Source: FashionUnited
