Dare to Repair? Exploring the Intention-Behaviour Gap Among Consumers of Nudie Jeans

The textile and clothing industry, driven by a linear economic model, significantly impacts the environment, underscoring the urgent need for sustainable reforms within this sector. The circular economy (CE) offers a solution by promoting resource reuse and recycling to minimise raw material extraction and waste. A key component of the CE is extending product lifespans through repair, which helps reduce both resource consumption and waste. However, the intention-behaviour gap (IBG) in repair practices presents a substantial challenge to the CE transition, as consumers often intend to repair but seldom do so. This study aimed to measure the repair IBG among Nudie Jeans consumers, assess variations across age, gender, household size, and continent, and evaluate effective email communication strategies to mitigate this gap. In a mixed methods design, 1600 survey respondents were randomly selected for statistical analysis, revealing a statistically significant IBG of medium to large practical relevance. Almost one-fourth of the respondents demonstrated an IBG (8.9-24.1%). There were no demographic variations, except for women, whose IBG was twice that of men. From the initial survey respondents, 12 participants were purposely selected for online interviews due to their substantial IBGs. Thematic analysis of these interviews identified key strategies to encourage repairs: educational content with clear instructions, rational and emotional persuasion emphasising environmental and cost-saving benefits, personalised implementation support, and interactive features like clickable links and rich visual content. The analysis also provided some insight into gender differences. Fashion industry stakeholders, such as marketers and brands, should refine communication strategies by integrating educational initiatives to empower consumers with knowledge, repair skills, and personalised features for encouragement. Policymakers should support policies that encourage repair services accessibility and educational campaigns to elevate consumer awareness. These approaches could be the most effective in bridging the IBG in repair practices.