Antecedents of circular purchase intention: assessing the moderating effects of gender and type of circular clothing using PLS-MGA

Purpose This paper aims to examine the concept of circular economy through the lens of circular fashion. The model suggests important behavioral and demographic variables that determine the attitude toward circular products and their influence on circular purchase intentions (CPIs). Design/methodology/approach Structural equation modeling was used to test the model using data from 825 Hindu consumers, while multi-group analysis was used to test the moderating roles of gender and the type of clothing. Findings The findings have shown that religiosity and perceived risk influence attitudes, which mediates their impact on purchase intention. Moreover, these relationships are moderated by gender and type of clothing, where the females emerge as cautious consumer of circular fashion and secondhand clothing as compared to recycled clothing is associated with greater cultural reservations linked with the beliefs of karmic residue. Originality/value To the best of the authors’ knowledge, this study is the first to create a framework enhancing CPI within Indian context. It delves into the segmentation of different types of clothing emphasizing the importance of perceived risk and religiosity as a key determinant in adoption of circular fashion. This study lays the foundation for advancing future academic research and fostering innovative marketing practices aimed at promoting circular fashion.