Recycling Fast Fashion: The Impact of Environmental concern on Consumer Behaviour Towards Recycled Products in the Fast-Fashion Industry

Recycling Fast Fashion: The Impact of Environmental concern on Consumer Behaviour Towards Recycled Products in the Fast-Fashion Industry This study investigates the complex interaction between brand awareness, skepticism, environmental concern, and consumer behaviour in relation to H&M's recycled products. Understanding how these elements influence consumer decisions is critical for firms seeking to effectively sell eco-friendly products in a world increasingly concerned with sustainable fashion. This study looks at how brand knowledge and environmental concern affect purchasing intentions and perceived quality of recycled products, as well as how skepticism influences these interactions. An online survey was circulated. About 173 participants participated, but after the data cleaning analysis was done with the responses given by 153 participants. The study assessed factors like H&M brand awareness, consumer’s skepticism towards recycled items, perceived quality, and purchasing intention and how environmental concern could moderate the relation among these factors. The direct and indirect effect was examined through regression and moderation analysis using Hayes' PROCESS macro to reveal how these variables directly and interactively impact consumer behaviour. The study revealed that brand awareness significantly influences purchasing intentions for H&M's recycled products, especially for environmentally conscious consumers. Additionally, brand awareness impacted perceived quality, with popular brands seen as offering higher-quality recycled items. Environmental concern also played a role in shaping perceptions, with a positive influence on perceived quality. These findings suggest that brands should focus on enhancing brand awareness to drive purchasing intentions, particularly when targeting environmentally conscious consumers.