Sustainable wardrobes: identifying drives and barriers in consumer behaviour to enable circular fashion economies

Reference number
Coordinator Göteborgs Universitet - Gothenburg Research Institute
Funding from Vinnova SEK 1 000 000
Project duration December 2018 - April 2020
Status Ongoing
Venture Circular and biobased economy
Call Policy and behavioral issues for a biobased circular economy

Purpose and goal

The project ensures the conditions for achieving circular fashion economies by investigating barriers and drives in consumer behavior that affect the transition to a circular fashion economy.

Expected results and effects

The project aims to highlight consumer behavior by allowing two groups of consumers to document and reflect on their choices and habits. The identified relationship with garments is then translated into deficiencies / needs and opportunities to develop new solutions and drive policy issues that can promote circular mode systems. The results of consumer behavior studies will be compiled and serve as a basis for design and business development.

Planned approach and implementation

To understand why the use and consumption of clothes look like they are doing and how to get the fashion ecosystem to shift to sustainable solutions, an analysis that takes into account the social and cultural significance of fashion is necessary. The project partners include Science Park Borås, Västra Götaland Region and the Swedish Consumer Agency. In addition, the Environmental Protection Agency, ADA Business Region, Marketplace Borås, Creative Clusture in a reference group will beactively involved in the project.

The project description has been provided by the project members themselves and the text has not been looked at by our editors.

Last updated 14 February 2020

Reference number 2018-04678

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