Creating a fashion circular economy: factors influencing consumer intentions to purchase upcycled apparel

The fashion industry is one of the potential industries in Indonesia and will continue to grow along with population growth. The fast fashion trend requires the clothing production system to be fast-paced; apart from that, it is also supported by consumers' habit of frequently buying new apparel and throwing away various underused clothes that can produce clothing waste, which impacts the environment. Therefore, implementing a circular economy can solve this problem by upcycling clothing to reduce excessive consumption and extend clothing life. This research uses the Theory Reasoned Action model with the Structural Equation Modeling method to examine consumer behavioral intentions toward purchasing upcycled products. The questionnaire was distributed online and obtained from 516 respondents. The research results show that the tendency for creative choice has the most substantial positive influence on upcycle apparel purchase intention, followed by environmental beliefs, subjective norms, environmental apparel knowledge, and attitude. Meanwhile, fashion consciousness only significantly affects upcycle apparel purchase intention. Based on these influencing factors, strategies that can be implemented to increase upcycle apparel purchase intention include increasing product uniqueness and customization, conducting circular campaigns, providing complete information about the product, and inviting influencers to promote the product.