A conceptual framework for understanding consumer intention and behaviour towards recycled clothes

Recycled clothing has emerged as a critical component of circular economy initiatives, offering a pathway to reduce ecological impacts by decreasing reliance on virgin resources and minimising waste. However, a notable gap persists between consumers' intentions to purchase sustainable fashion and their actual purchasing behaviour, posing a significant barrier to widespread adoption. This study aims to develop a comprehensive conceptual framework to examine the key factors influencing consumer intention and behaviour towards recycled clothing. Drawing on established behavioural theories, including the Theory of Planned Behaviour (TPB) and the Value-Belief-Norm (VBN) theory, the framework integrates environmental consciousness, perceived benefits, and social norms as critical determinants of consumer intention. Furthermore, the study explores the moderating roles of socio-demographic factors, such as age, income, and education, and situational factors, including the availability of recycled clothing, which influence the translation of intention into behaviour. By providing insights into the dynamics of sustainable consumer behaviour, this research highlights opportunities for targeted interventions that align consumer values with accessible and appealing sustainable fashion options. The proposed framework aims to guide stakeholders in designing effective strategies to bridge the intention–behaviour gap, thereby fostering the adoption of recycled clothing and advancing sustainability within the fashion industry. This study underscores the importance of integrating theoretical and practical approaches to promote environmentally responsible consumer practices.