Using circularity as ‘permission to shop’ among Gen Z consumers

Abstract

This study explores the unintended consequences of circular fashion and whether perceptions of acting sustainably give consumers ‘permission to shop’. Eleven semi-structured interviews were conducted with a purposive sample of Gen Z consumers aged 18‐24. Findings reveal that the circular initiatives that give ‘permission to shop’ are charity shops in terms of disposal and fashion brands’ sustainability initiatives, such as the incorporation of recycled materials in their product ranges, in terms of consumption. Charity shops are the disposal method consumers feel most comfortable engaging with, and access to them allows consumers to justify purchasing new clothes they do not need and may dispose of swiftly. In addition, consumers feel less guilty about shopping for items that they do not need when those items are made from ‘more sustainable’ or recycled materials.