Integrating Tourism and Circular Economy Strategies: A Study on Fashion Waste Reduction and Consumer Sustainability Awareness in Melaka

The global fashion industry is a significant contributor to environmental degradation, primarily driven by fast fashion practices that encourage overproduction, overconsumption, and increased textile waste. In Malaysia, the convergence of rising consumerism and tourism-led retail expansion has exacerbated fashion waste, particularly in Melaka, a UNESCO World Heritage City and leading cultural tourism destination. This study investigates the integration of tourism development and circular economy (CE) strategies using qualitative methods to address fashion waste reduction and enhance consumer sustainability awareness within Melaka’s unique socio-economic context. Grounded in sustainability frameworks and the Theory of Planned Behavior, the study employs semi-structured interviews, focus groups, and case analyses involving key stakeholders, including policymakers, local retailers, tourists, and artisans. The findings highlight tourism’s dual impact: while contributing to fast fashion consumption, it simultaneously offers a platform for promoting heritage-inspired sustainable fashion. Key enabling factors identified include government policy support, community engagement, and culturally relevant sustainability education. This study positions Melaka as a potential model for localized, tourism-integrated circular fashion systems, offering practical insights for policymakers, tourism authorities, and entrepreneurs seeking to foster sustainable development in heritage destinations globally.