Sustainable Design Narratives: User Experience in Circular Fashion Practices

Thesis Abstract

The rapid pace of consumption in contemporary fashion amplifies environmental and social costs, while circular design aims to decouple growth from resource depletion; however, there is a gap between circular design intentions and user experiences that sustain or undermine circular practices. This study investigates how design narratives influence user engagement with circular fashion, examining how perceived value, usability, and identity alignment affect sustained participation in circular systems such as repair, resale, rental, and upcycling. The aim is to elucidate the mechanisms by which sustainable design storytelling translates into meaningful user experiences that foster long-term behavioral change. Specific objectives are (1) to map how circular fashion narratives shape user perceptions of value across materials, durability, and end-of-life options; (2) to assess how usability and service design influence participation in circular channels; (3) to examine the role of personal identity and social norms in adopting circular practices; (4) to test the relationships between narrative coherence, trust in brands, and willingness to pay a premium for circular products; and (5) to develop a conceptual framework linking design narratives, user experience, and circular behavior. Methodologically, the study adopts a mixed-methods sequential explanatory design conducted in five metropolitan fashion markets. The population comprises adults aged 18–45 who have engaged with at least one circular fashion channel (repair, resale, rental, or upcycling) within the past year. A targeted sample of 600 individuals will be recruited through online panels and partnering retailers, with stratification by age, gender, income, and prior circular engagement to ensure diversity. Data collection combines a structured survey (n=600) to quantify perceived value, usability, identity alignment, trust, and behavioral intention, and in-depth semi-structured interviews with a purposive subsample of 40 respondents for richer interpretive insights. Instruments for the survey will be developed from established scales adapted to circular fashion contexts, with pilot testing (n=60) to assess validity and reliability (Cronbach’s alpha > 0.7 for all scales). Qualitative data will be analyzed using thematic analysis following Braun and Clarke’s framework, supported by NVivo coding, while survey data will be analyzed using partial least squares structural equation modelling (PLS-SEM) to test the hypothesized relationships. The analysis will examine a theoretical model informed by Value Theory, Technology Acceptance Model extensions for service design, and Social Identity Theory, with particular attention to the role of narrative coherence and trust as mediators between design storytelling and behavioral outcomes. Expected findings include (a) coherent sustainability narratives significantly enhance perceived value and trust, which in turn predict higher engagement in circular channels; (b) usability factors such as easy return processes, transparent repair options, and clear end-of-life choices positively influence continued participation; (c) identity alignment with sustainable lifestyles strengthens willingness to pay a premium for circular products; (d) discrepancies between brand narratives and actual circular performance diminish trust and reduce participation; and (e) a moderated effect of age and prior circular experience on the strength of narrative influence. The study is anticipated to contribute to knowledge by (1) articulating a nuanced understanding of how design narratives operationalize sustainability in user experience within circular fashion, (2) offering a validated empirical model linking narrative design, usability, identity, and behavior, and (3) providing practical guidance for designers and retailers to craft credible, coherent, and actionable circular design narratives that translate into sustained user engagement. The main conclusion is that robust, coherent design storytelling paired with seamless, value-adding circular services can significantly elevate user experience and drive long-term participation in circular fashion. Recommendations include adopting user-centered narrative design practices, investing in transparent end-of-life data and repair ecosystems, co-creating narratives with diverse user groups to ensure inclusivity, and integrating circular storytelling metrics into brand performance dashboards to monitor impact over time.