Background: The clothing industry harms the environment with its chemicals, cheap labour and waste usage. To protect the world’s limited natural resources, it is essential to focus on sustainable consumption. A circular economy revolves around prolonging the use of products and materials, which will help decrease waste and pollution and generate a more natural system. This is a more sustainable consumption option, and consumers need to engage in the circular movement. 

Purpose: The purpose of this thesis is to gain a greater understanding of Swedish fashion consumers’ attitudes towards circular fashion and what consumers feel prevents them from consuming circular fashion. 

Method: This thesis had an interpretive approach, and the researchers conducted the findings through semi-structured in-depth interviews. Eight participants interested in both the environment and fashion were interviewed. The questions surrounded the participants’ viewpoints on circular economy and circular fashion. 

Conclusion: The findings discovered different attitudes towards circular fashion depending on how knowledgeable the participants were about circular fashion and how much they consumed it. It was found that the more knowledge the consumers had about circular fashion, the more they consumed it. Knowledgeable consumers also had an attitude that was more open towards circular fashion than unknowledgeable participants. Further, the findings identified price, lack of knowledge and perception as inhibiting factors that affect Swedish fashion consumers’ consumption of circular fashion. The research continued analysing why the inhibiting factors affected Swedish fashion consumers’ consumption of circular fashion. Each inhibiting factor had multiple sub-categories explaining why it affected Swedish fashion consumers. The research had similar conclusions to previous research in some areas, while other conclusions differed from earlier literature. This thesis has implications from a theoretical, managerial and societal perspective.