SOLSTICE's report on analysis of consumer research

This report aims to summarise findings about consumer behaviour related to circular
textiles in the four territories: Catalonia, Berlin, Prato, and Grenoble as researched under the SOLSTICE project. Guided by Circle Economy, the four territories conducted focus groups to better understand consumer attitudes towards circular economy interventions. Under the following four themes comparable results were generated, allowing for the exploration of territory-specific characteristics:

1. General consumer behaviour surrounding and attitudes towards textile
consumption
2. Consumer awareness of circular solutions
3. Challenges and barriers to circular solutions
4. Opportunities for a pilot project

Key findings reveal that both for consumer behaviour related to textile consumption as well as for circular textile solutions, price is considered the most important motivator across all territories. Therefore, making circular options affordable must be a key priority. At the same time, different consumer groups have various perceptions and understanding of circular solutions, so targeted communication for different population segments is essential.