Scholars in the fashion discipline have become more attentive to investigating how the fashion business can become more circular. In the past, many of the studies focused on identifying the supporting and/or hindering factors when creating a circular fashion (CF). Despite the insights these studies provide, their contributions are relatively limited in that many of them are exploratory in nature and skewed toward understanding CF from the stance of fashion companies who are situated at the supply side of the fashion economy. In contrast, little attention has been given to how consumers, on the demand side, perceive a CF. We employed a mixed-method approach using 332 respondents’ narrative data and empirically identified whether consumers attribute moral responsibility to fashion companies as well as to themselves for creating a CF and, if so, whether there are any nuanced differences in their perceptions of consumer versus corporate moral responsibilities for a CF.

时装学科的学者已经更加专注于研究时装业务如何变得更加循环。过去，许多研究着重于在创建圆形样式（CF）时识别支持和/或阻碍因素。尽管这些研究提供了见解，但它们的贡献相对有限，因为它们中的许多本质上是探索性的，并且倾向于从位于时尚经济供应方的时尚公司的立场来理解CF。相反，很少关注消费者在需求方面如何看待CF。我们采用了332种受访者的叙述数据的混合方法，并通过经验确定了消费者是否将道德责任归咎于时装公司以及他们自己创建CF的责任，如果是，