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There is a need for a paradigm shift to circular, sustainable textile systems. The transition will have impacts on people and businesses around the world, yet research on the circular economy has been overly focused on the economic and environmental dimension, lacking in the social dimension. Without design for comprehensive justness, the transition can reproduce or lead to novel injustices. We use distributive, procedural, and recognative justice dimensions to analyze and uncover justness aspects related to the circular transition in the textile industry in Tamil Nadu, India. Our qualitative analysis is based on interviews with stakeholders of the industry. We uncover several justness tensions related to economic, social, power, value, epistemic, and governance issues. For the just circular transition to succeed, the tensions should at the very least be acknowledged, and ameliorated or dealt with when possible. The building blocks for this process are, for example, codesign of private governance systems, sharing the costs of the transition more equally and inclusion of various voices in knowledge production. As a step forward from the current situation in which a circularity focused approach and a justness focused approach emphasize different aspects, we present a new framework for designing just circular transitions, one that bring these important perspectives together. [ABSTRACT FROM AUTHOR]

Purpose: Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context. Design/methodology/approach: For the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling. Findings: The study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour. Practical implications: The results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing. Originality/value: The results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing. [ABSTRACT FROM AUTHOR]

The fashion industry is one of the most resource-intensive and polluting industries. Fast fashion minimises resource equity as it has immense economic, environmental and social cost. Circularity as opposed to linearity has been discussed as a feasible solution to these challenges. Consequently, consumers' apparel consumption behavior needs to be shifted towards circularity. Research has given very little attention to consumer circular fashion awareness, consumption and adoption. Handloom purchase is a circular consumption practice that has dwindled in India with the advent of fast fashion. This study investigates the association that hedonic and utilitarian motivation have with handloom purchase intention, when story marketing is employed to stimulate handloom awareness and association, using an explanatory sequential method, that combines quantitative methods with thematic analysis. Five hundred and twelve participants were surveyed to examine these constructs. In addition to this, interview data was obtained from eleven handloom influencers. The results demonstrate that story marketing is the most influential construct impacting circular handloom purchase intention, followed by utilitarian motivation whereas hedonic motivation was reported to be insignificant. The novelty of the research is that circular consumption was studied for the first time in the context of Indian handloom purchase intention using explanatory sequential method. The findings provide theoretical and practical insights for circular consumption adoption and practice. [ABSTRACT FROM AUTHOR]

The fashion industry is an ever-evolving industry whether we take trends, fits, colors, techniques, or sustainability into consideration. It is of utmost importance for international fast fashion and premium brands to keep a regular tap on competitive brands with regard to the price points offered both at the category and sub-category level. This study is an attempt to explore the consumer perception towards teenage clothing brands in India. The study adopted a consumer survey technique to explore the insights into the perceptions of towards teenage clothing brands, and adopted a market study to compare the major available brands in teenage category. The study found that the most preferred brands by the consumers in the teenage category, style options preferred and price points. This study fills the gap in the extant literature in terms of bringing out insights about a specific category of apparel brands (i.e., clothing brands for teenagers). [ABSTRACT FROM AUTHOR]

Consumer engagement studies are increasingly becoming extremely important as fragmented consumers attention and (re) purchase decisions are being influenced by social media content. This study provides a fresh perspective about the mediating effect of the behavioural dimension of consumer engagement, among social media content creation and (re) purchase intention with respect to international fast fashion brands in India. An online sample was undertaken and Structural equation modelling (SEM) via R studio was used for data analysis. The result of the dataset indicate that there is a significant relationship between social media content creation and (re) purchase intention of apparel brands, and behavioural dimension of consumer engagement being seen to partially mediate between the two. Consumer involvement is leading marketers to deploy new online led communication strategies and therefore, this study explores how creating of social media content particularly across Facebook, Instagram and YouTube, affects the (re) purchase intention of a brand and is mediated by consumer engagement. [ABSTRACT FROM AUTHOR]

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