A circular economy paradigm has recently emerged to combat environmental pollution and climate change around the world. In the fashion industry, circular fashion has been spotlighted as an environmentally friendly approach to fashion products. The purpose of this study was to investigate consumers’ value and risk perceptions, product attitudes, and behavior intentions toward circular fashion consumption. Specifically, this study focuses on three types of circular fashion products from textile waste: reused clothing, upcycled clothing, and recycled clothing. The moderating role of individualism was also explored. Survey data from 850 consumers in their 20s and 30s in Korea were collected to test our hypotheses. The results showed the influence of emotional value was the greatest, while economic risk and performance risk did not affect product attitudes. A moderating effect of individualism was found in the paths between perception dimension and product attitudes and between product attitudes and behavior intention. These findings can help retailers and marketers create more tailored retailing and promotional strategies.

Consumer failure experiences lead to negative emotions. These emotions result in a process called ‘Rumination’, which refers to constant contemplation of the related event, cause, and outcome of the negative emotion. Our study focuses on the experiences of consumers' service failure in the mobile environment and the process of cognitive appraisal. A total of 32 individual interviews conducted for women aged of 20s and 30s. This study shows that the consumers’ failed mobile shopping experiences are related to specific negative emotions. Rumination was experienced in general, though the intensity of rumination differed by the type of failures. Mobile shopping, which requires more time to solve service problems such as delivery, exchange, or refund than offline, which is face too face service, has been shown to extend consumers' rumination. Consequently, ruminating the unpleasant experiences led to negative recognition of the underlying factors,resulting in final decisions such as terminating the relationship with particular retailers.