From Fast Fashion to Sustainable Consumption: Consumer Behaviour from Purchase to Post-Use

Susanna Horn; Teemu Meriläinen; Helena Dahlbo; Kiia Silvennoinen

doi:10.55845/jos-2025-1244

Authors

Susanna Horn Finnish Environment Institute
Teemu Meriläinen Finnish Environment Institute
Helena Dahlbo Finnish Environment Institute https://orcid.org/0000-0002-9753-3828
Kiia Silvennoinen Finnish Environment Institute

DOI:

https://doi.org/10.55845/jos-2025-1244

Keywords:

Textiles, Garments, Consumption, Consumer Survey, Cluster Analysis, Circular Economy

Abstract

The vast and growing environmental burden of the clothing sector is largely impacted by consumer choices, encompassing purchasing, use and disposal practices. Despite these factors being crucial for sustainable clothing consumption and progress towards the Circular Economy (CE), the focus on a consumer-centred perspective has been limited.

Consumer choices and consumption patterns is explored during purchase, use and post-use of clothing by gathering data from a consumer survey. Moreover, based on these responses, respondents were divided into three clusters. This revealed varying levels of CE behaviour and susceptibilities to possible interventions. The first group involved trend-affected, fast fashion consumers who could be influenced by, e.g., easier CE services and garment design, while the second and third groups exhibited more conscious consumption patterns and utilised different CE practices that could be further promoted with targeted strategies. These insights inform policymakers and businesses to develop targeted circular business models encouraging different consumer groups toward more sustainable decisions.

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