Circular Economy Challenges in Fashion: Insights from Brazilian Consumer Trends (2012–2022)

The evolution of consumer behavior plays a critical role in advancing sustainability within the fashion sector, particularly in emerging economies. This study investigates changes in Brazilian fashion consumption patterns between 2012 and 2022, focusing on sustainability awareness, purchasing behaviors, and disposal practices. Using two national datasets and applying descriptive statistics, cluster analysis, and forecasting models, we identified a significant increase in “Fast Fashion Followers,” characterized by frequent purchasing and unsustainable disposal habits. Concurrently, willingness to pay for sustainable fashion markedly declined despite modest growth in the “Conscious Consumers” segment. Forecasts indicate that fast fashion-oriented consumers will likely dominate the Brazilian market by 2033, unless effective interventions are implemented. Our findings underscore the importance of comprehensive consumer education, economic incentives, and effective regulatory frameworks in promoting circular fashion practices. This study contributes to the literature by offering empirical evidence on consumer behavior dynamics in a primary emerging market and providing actionable insights to support the transition toward a circular economy in the fashion industry.