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This study explores the influence of circular fashion practices on consumer behavior, focusing on recycling, upcycling, and rental services in the fashion industry.The fashion sector is increasingly adopting sustainable practices to reduce environmental pollution and resource depletion.The circular economy paradigm has emerged to combat global climate change and environmental pollution.The research investigates how consumers perceive value and risk in circular fashion products, influencing their purchasing intentions.It addresses six research questions, exploring the relationships between attitude, subjective norms, perceived behavioral control, and behavioral beliefs.The findings will provide insights into promoting sustainable fashion consumption and encouraging environmentally responsible consumer behavior.By understanding the factors influencing consumer behavior towards circular fashion practices, businesses and policymakers can develop effective strategies to promote sustainable fashion practices and reduce the environmental impact of the fashion industry.This research contributes to the growing body of literature on sustainable fashion and circular economy, providing practical implications for the fashion industry and consumers.
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