A Study on Indian Consumers’ Willingness to Participate in Circular Fashion Through Intercriteria Correlation (CRITIC) Approach of Multi-criteria Decision Making and Binomial Logistics Regression

Consumers worldwide are adopting circular fashion (CF) and circular economy (CE) as sustainable alternatives. Nonetheless, there is a paucity of comprehension of Indian consumer behaviour related to CF. This research assesses the readiness of Indian consumers to embrace circular fashion techniques. Analysis of survey data from 667 Indian consumers utilising Multi Criteria Decision Making (MCDM) CRITIC (Criteria Importance Through Intercriteria Correlation) indicated a preference for clothing exchange and repair rather than new acquisitions. Research indicates an increasing awareness and preparedness to transition from linear to circular methodologies, motivated by environmental advantages such as reuse and repairability. A binomial logistic regression model demonstrated 90% accuracy in predicting consumer propensity towards CF. Cross-tabulation revealed that CF adoption is influenced by sociodemographic factors such as age, education, income, and gender. These findings help firms in developing efficient CF/CE communication strategies for the Indian market. By integrating CRITIC with logistic regression, this study to offer empirical insights into the alignment of CF with changing consumer preferences and sustainable consumption patterns in India.