Assessing the future of circular fashion amidst changing market shifts: An empirical study of Indian consumers

The fashion industry is shifting toward sustainability, with circular fashion gaining prominence. This study examines the future of circular fashion in India by assimilating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to identify factors influencing adoption and purchase intentions. Key determinants—perceived usefulness, perceived ease of use, attitude toward behavior, subjective norms, and perceived behavioral control—were measured through a Likert-scale survey of Indian consumers, with multiple regression used for hypothesis testing. Results show that perceived usefulness and ease of use significantly shape attitudes, while subjective norms and behavioral control also strongly influence intentions. Market factors such as rising environmental awareness and cultural acceptance further impact adoption. Addressing barriers like accessibility, affordability, and knowledge gaps is essential to boost uptake. The findings offer strategic insights for policymakers, industry stakeholders, and marketers, with the integrated TAM-TPB model providing a robust framework to advance sustainable fashion in India.