Textiles, Merchandising and Fashion Design, Department of
Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research
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First Advisor
Na Young Jung
Date of this Version
4-2026
Document Type
Thesis
Citation
A thesis presented to the faculty of the Graduate College at the University of Nebraska in partial fulfillment of the requirements for the degree of Master of Science
Major: Textiles, Merchandising, and Fashion Design
Under the supervision of Professor Na Young Jung
Lincoln, Nebraska, April 2026
Abstract
The increasing environmental impact of the fashion industry has intensified the need for a systemic transition from linear to circular production and consumption models. Despite growing interest in circular fashion, there remains a limited understanding of the underlying behavioral dimensions that drive consumer engagement in sustainable practices. Grounded in the Theory of Planned Behavior (TPB) and Norm Activation Theory (NAT), this study examines consumer behavior through an integrated framework capturing cognitive, social, and normative influences.
Using data collected from a structured online survey (N = 575), the study employs Exploratory Factor Analysis (EFA), reliability analysis, and multiple regression techniques to identify key behavioral dimensions and examine their relationships. The analysis reveals a three-factor structure consisting of Circular Action Orientation, Circular Responsibility Orientation, and Circular Preference and Behavioral Disposition. The results indicate that both Circular Action Orientation and Circular Responsibility Orientation have a significant and positive effect on Circular Preference and Behavioral Disposition.
These findings suggest that consumer’s engagement in circular practices and their sense of environmental and social responsibility play a crucial role in shaping sustainable fashion preferences and behaviors. The study contributes to the literature by offering an integrated behavioral perspective on circular fashion adoption and provides practical implications for businesses and policymakers to promote circular consumption through enhanced consumer engagement and responsibility-driven initiatives.
Advisor: Na Young Jung
Included in
Family and Consumer Sciences Commons, Fashion Business Commons, Fashion Design Commons, Fiber, Textile, and Weaving Arts Commons, Industrial and Product Design Commons, Other Social and Behavioral Sciences Commons, Textile Engineering Commons
Comments
Copyright 2026, Mahmudul Hasan Sabuj. Used by permission