Religious Beliefs as Predictors of Participation in the Circular Fashion Economy

Abstract

This study examines the circular economy through the lens of circular fashion, focusing on second-hand clothing (SHC) consumption among Hindus in India. Anchored in the theory of planned behaviour and the stimulus–organism–response framework, the research investigates the impact of religiosity (RL), perceived risk (PR) and perceived benefits (PBs) on consumer attitudes and purchase intentions (PIs). A self-administered offline survey yielded 400 valid responses, which were analysed using partial least squares structural equation modelling. Findings reveal that RL and PR significantly influence attitude and PI, with attitude fully mediating the effects of PB on SHC PI. Generational cohort is found to have a moderating impact on the relationship between attitude and RL towards PI, with Millennials showing stronger reservations due to cultural beliefs around karmic residue associated with used clothing. This study paves the way for future academic research and marketing innovations in the domain of circular fashion.