Accessibility as a pivotal influence for customer oriented circular practices Observations in the adventure wear sector

Abstract

The adventure wear clothing industry is a multinational business that fosters environmentally aware customers. Signifying for clothing companies within this segment is that they hold a greater incentive for circular practices that influence how the company conducts business. Existing research regarding circular practices, challenges, and enablers for each practice focuses on the company's perspective. However, research regarding the customer perspective on circular practices has been lacking. This report will explore customer involvement with circular practices. Through a literature review, a customer survey, and focus groups. This report has the following findings: Adventure wear customers who were subject to this report have a low degree of implementation of companies' circular practices in their daily lives. The main reason for this is the lack of information and knowledge regarding these, as well as the fact that customers have the opinion that the accessibility of engaging in circular practices is too low. Customers, however, flag that they are inclined to engage more in circular practices. Still, for this to happen, they need to be communicated better and be more accessible to implement in their daily lives. We argue that in the future, for the adventure wear clothing industry, addressing the accessibility of circular practices for customers is the most critical concern. Addressing this issue will allow for a higher degree of implementation of circular practices in the customer's lives.