The fashion industry is one of the most resource-intensive and polluting industries. Fast fashion minimises resource equity as it has immense economic, environmental and social cost. Circularity as opposed to linearity has been discussed as a feasible solution to these challenges. Consequently, consumers' apparel consumption behavior needs to be shifted towards circularity. Research has given very little attention to consumer circular fashion awareness, consumption and adoption. Handloom purchase is a circular consumption practice that has dwindled in India with the advent of fast fashion. This study investigates the association that hedonic and utilitarian motivation have with handloom purchase intention, when story marketing is employed to stimulate handloom awareness and association, using an explanatory sequential method, that combines quantitative methods with thematic analysis. Five hundred and twelve participants were surveyed to examine these constructs. In addition to this, interview data was obtained from eleven handloom influencers. The results demonstrate that story marketing is the most influential construct impacting circular handloom purchase intention, followed by utilitarian motivation whereas hedonic motivation was reported to be insignificant. The novelty of the research is that circular consumption was studied for the first time in the context of Indian handloom purchase intention using explanatory sequential method. The findings provide theoretical and practical insights for circular consumption adoption and practice.

中文翻译：

---

手摇纺织机和资源公平——南半球印度的循环叙述


时尚产业是资源最密集、污染最严重的产业之一。快时尚最大限度地减少了资源公平，因为它具有巨大的经济、环境和社会成本。人们已经讨论了与线性相反的圆形作为应对这些挑战的可行解决方案。因此，消费者的服装消费行为需要向循环型转变。研究很少关注消费者循环时尚的认知、消费和采用。手摇织机购买是一种循环消费行为，随着快时尚的出现，这种行为在印度已经逐渐减少。本研究采用定量方法与主题分析相结合的解释性顺序方法，调查了当采用故事营销来刺激手摇织机意识和关联时，享乐和功利动机与手摇织机购买意向之间的关联。对 512 名参与者进行了调查以检查这些结构。除此之外，还从 11 名手摇纺织机影响者那里获得了采访数据。结果表明，故事营销是影响圆形手摇织机购买意向的最有影响力的结构，其次是功利主义动机，而享乐动机据报道并不显着。该研究的新颖之处在于，首次使用解释序贯法在印度手摇织机购买意向的背景下研究循环消费。研究结果为循环消费的采用和实践提供了理论和实践见解。