From Waste to Wardrobe: Exploring Consumer Acceptance of Biowaste-Dyed Sustainable Fashion

The study explores consumer acceptance of sustainable fashion innovations that use dyes made from biowaste, addressing a significant environmental challenge within the fashion industry. Through in-depth qualitative interviews with 18 participants (comprising both consumers and influencers engaged in sustainable fashion) the research dissects how intuitive judgment heuristics shape acceptance of biowaste-based dyeing. The analysis focuses on three key heuristics: affect (emotional response), trust (credibility and institutional assurance), and the natural-is-better bias (preference for perceived naturalness). Results reveal that while the valorisation of waste and the idea of circularity foster curiosity and positive reactions, acceptance is often limited by perceptions of unfamiliarity, safety concerns, and ambiguity about what is truly "natural." Trust in regulatory frameworks, scientific validation, and transparent communication emerges as essential but is frequently conditional, requiring tangible proof before consumers feel comfortable. The findings highlight the complexity and ambivalence of consumer attitudes toward biowaste-based dyes, as intuitive heuristics can support both enthusiasm and scepticism, often hinging on how risks and benefits are framed by information sources. . Implications for sustainable innovation diffusion and managerial communication are discussed, alongside limitations and avenues for further research.