• Energy Research

The concept of a circular economy (CE) has recently gained attention within the field of corporate sustainability, including the textile sector. Although CE-related literature often mentions actors from the outdoor sporting goods industry (OSGI) as forerunners, an analysis of their CE implementation is missing. Thus, in this paper, we attempt to identify the structure of the current state of CE activities in this field. To develop the study, we used a qualitative methodology through content analysis of documents as well as expert interviews, taking an institutional theory (IT) view to support that analysis. Our findings indicate that many outdoor brands and retailers are engaged in practices related to the CE and that homogeneity among these practices varies between moderate to high. Thus, we assume that processes of institutional isomorphism are in place and that there will be increasingly uniform CE practices in the OSGI in the future. Our study not only contributes to a more organised understanding of the diverse CE playing field, as it adds an industry-specific perspective to the literature, but it also helps managers to draw practical implications.

Based on an analysis of challenges and enablers of circular economy (CE) practices for outdoor brands and retailers, we aim to identify which of these CE practices are best suited for the outdoor sporting goods industry. To develop the study, we used a qualitative methodology through a content analysis of 21 expert interviews. From these interviews, we derived challenges and enablers for different CE elements in the categories reduce, circulate products, circulate materials, and shift towards renewable resources. Our findings indicate trade-offs related to the high complexity and functionality of many products, the juxtaposition of extremely technical and less technical products, and the low product return rate as challenges, while design for durability, design for repairability, and linking the degree of circularity to product types were identified as enablers. Based on our data, we argue that among circular practices reduce should form a basis upon which other aspects can build, with durability and repairability best suited for technical outdoor gear. As our study adds an industry-specific perspective, it contributes new knowledge to the CE literature. It also helps managers with the practical implications, as we argue they should be aware of potential downsides of CE elements and thus consider carefully which of those elements can help support their overall business and sustainability strategies.

Since 2015, the concept of a Circular Economy (CE) has been gaining attention within the field of corporate sustainability including the textile sector. Further, CE related literature often mentions single actors from the Outdoor Sporting Goods Industry (OSGI) as forerunners. However, an analysis of users’ acceptance of circular outdoor products is so far missing in that literature. Thus, this study aimed to analyse if outdoor sporting goods users value circular product attributes using an Adaptive Choice-Based Conjoint analysis. The conjoint data from 1012 respondents, resident in important European outdoor markets, show that functional product attributes as well as social sustainability are more important for the purchase choice than circular product attributes while product durability and the share of recycled material used in the product are the most relevant circular attributes. Further, environmental awareness (strong influence), gender and age (weak influence) moderate the preference for functionality rather than circularity: environmentally aware, young, or female users are comparatively receptive to circular product features. As the study relates these findings to previous research and discusses practical implications, it adds an OSGI-specific perspective to the literature on consumer acceptance of circular products and thereby gives action recommendations to industry managers.