Circular fashion and cultural adaptation : a qualitative study of immigrant consumers in Finland

Abstract

This study explores how circular fashion practices are interpreted and adopted within a migration context, focusing on how individuals adapt their consumption behaviours in a new sustainable development-oriented context. Using a qualitative design, the study examines motivations, adaptation, and the influence of social norms and contextual factors in circular fashion engagement through qualitative interviews with eight recently arrived Sri Lankan students living in Finland with accompanying family members. This group represents a relevant context for examining early-stage adaptation and consumer behaviour in transition, as the individuals living in a family setting engage with new consumption systems while managing financial and household responsibilities, and new social norms. Although the analysis focuses on the individual consumer, the family context is considered significant in shaping everyday consumption practices and decisions. Gender was not a selection criterion, but all participants were female, and thus the findings reflect female perspectives on clothing-related consumption.

The findings show that circular fashion engagement is driven by prior experiences, exposure to the Finnish context, and practical factors. Participants engaged in informal reuse and repair prior to relocation, while Finland’s structured systems improved their understanding of circular fashion. Engagement was initially driven by economic concerns but evolved with growing environmental awareness. The adaptation process is not linear, but hybrid and context-dependent, combining elements from both home and host contexts. However, factors such as time, convenience, and limited familiarity with certain systems influenced the degree of engagement, highlighting a gap between positive attitudes and consistent behaviour. Overall, circular fashion engagement in a migration context is influenced by the interaction between motivations, social norms, contextual factors, and everyday household circumstances.