PREFERENCES OF CENTRAL EUROPEAN CONSUMERS IN CIRCULAR ECONOMY

Research background: Consumers’ interest in environmental responsibility, sustainable consumption, and the circular economy is significantly increasing in all aspects of their lives. Clothing and fashion are clearly among these aspects. The fashion industry is one of the most resource-intensive and environmentally polluting industries. Circularity has been offered as a solution to this issue; however, the change must be in the attitudes of all concerned (Musova et al., 2021b). Businesses must react to this requirement for sustainable fashion, which is the reason that new circular concepts have been raised. Different generations prefer different models of circularity. Purpose of the article: The purpose of the current study is to detect the existence of dependency between generation and the fashion industry’s circular models, and to identify consumers’ specific preferences. Methods: The original consumer survey was undertaken by the authors in 2021, and involved 513 Slovak and 974 Czech consumers, who responded on their preferences in the circular economy. Pearson’s chi-square test of independence was used to confirm the dependence between consumers’ generation and the circular concept. The significant medium dependence of the nominal variables was confirmed by Pearson’s contingency coefficient, C, and Cramer's V. The relationships between the generation categories of Central European consumers and the categories of the new circular models in the fashion industry were established through correspondence analysis. Findings & Value added: The findings of the study suggest that Baby boomers single out capsule wardrobes, Generation X prefers patchwork and slow fashion, while Millennials prioritise GOTS and SWAP. Finally, Generation Z favours leasing jeans, upcycling, and renting clothes.