Allt mode går i cirklar

Sammanfattning: Today's society's linear economy has contributed to an overuse of resources which have become problematic due to a lack of an infrastructure supporting a proper recycling program. One industry, with alarming trends both in consumption and environmental impact is the fast fashion industry. This study aims to map the usage of circular business models in today's Swedish fast fashion market and evaluate them and their value creation for companies from a consumer perspective. A quantitative study has been conducted and the results indicates that the attitude towards a circular business model impacts the attitude towards the company and has no direct effect on purchase intention and word of mouth. However, a company can increase a consumer's purchase intention and word of mouth by improving the attitude towards the company. On the other hand, the difference between different circular business models' impact on value creation is not distinct. Therefore, the important part when implementing a circular business model is the fit with the company's strategy and vision, communication and an understanding of the moderating variables.