Food waste fashion applies circular economy principles to transform food industry by-products - such as citrus peels and grape skins - into innovative textile fibres. As a sustainable alternative to fast fashion, it addresses the sector's environmental impact and promotes ethical consumption. While industry and media attention is increasing, academic research remains scarce, especially regarding consumer responses. Most existing studies focus on technological or environmental metrics, neglecting emotional and symbolic aspects of consumer behaviour. This study investigates Italian consumers' perceptions of garments made from food waste, aiming to fill this gap. Data were collected via an online survey, and Exploratory Factor Analysis (EFA) was used to identify underlying dimensions shaping attitudes. Findings reveal that openness to food waste fashion is influenced by sustainability values, perceived novelty, and concerns about materials. These insights contribute to circular fashion literature and provide actionable guidance for managers seeking to enhance consumer engagement with bio-based innovations.
Ditrani et al. (Wed,) studied this question.