Customer engagement in circular economy initiatives: Exploring pathways toward climate change mitigation in the apparel industry
循環型経済イニシアチブにおける顧客エンゲージメント：アパレル産業における気候変動緩和への道筋の探求 (AI 翻訳)
Frederic Dreher, Tim Ströbel
🤖 gxceed AI 要約
日本語
本論文は、アパレル業界における循環型経済（CE）の実践において、ブランドがどのように顧客エンゲージメントを促進するかを探求する。PUMAの2つの循環型イニシアチブ（RE:FIBREとRE:SUEDE）を対象に31の半構造化インタビューを実施し、顧客エンゲージメントの8つの実践を特定した。新たに「ネットワーキング」「ファシリテーション」「エンターテイメント」の3つの実践を導入し、持続可能な顧客行動を促進する枠組みを提案する。
English
This study explores how apparel brands foster customer engagement in circular economy (CE) initiatives. Through a single-case study of PUMA's initiatives (RE:FIBRE and RE:SUEDE) with 31 interviews, it identifies eight customer engagement practices, including three novel ones: networking, facilitating, and entertaining. It proposes a refined framework to promote sustained circular behavior and offers actionable strategies for brands.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
In the global GX context
This paper contributes to global circular economy and climate mitigation discourse by providing empirical insights from a major apparel brand. It bridges customer engagement theory with CE practices, offering practical strategies for companies to reduce scope 3 emissions through consumer participation.
👥 読者別の含意
🔬研究者:Provides a refined framework combining customer engagement and circular economy, with three novel practices.
🏢実務担当者:Offers actionable strategies for brands to design circularity as convenient, social, and rewarding to boost customer involvement.
📄 Abstract（原文）
• Identifies eight customer engagement practices fostering circularity in the apparel industry. • Introduces three new practices: networking , facilitating , and entertaining . • Combines customer engagement and circular economy frameworks to advance research. • Offers insights from PUMA’s RE:FIBRE and RE:SUEDE circularity initiatives. • Provides actionable strategies for brands to boost customers’ climate change engagement. Understanding how brands foster customer engagement in the circular economy (CE) is a critical yet under-researched area. Here, we explore how specific circular practices manifest within the apparel industry. Building on Hollebeek et al.’s (2019) customer engagement framework and the circular engagement practices identified by Verleye et al. (2024) , we conducted an abductive single-case study analyzing 31 semi-structured interviews with PUMA employees, partners, and customers. We identify eight practices across knowledge sharing, resource integration, and customer learning. Beyond established practices, we reveal that networking , facilitating , and entertaining are critical for fostering social interaction, reducing participation effort, and catalyzing motivation. Theoretically, we propose a refined framework conceptualizing how customer engagement along these practices fosters sustained circular behavior. For managers, we show that circularity must be designed as a convenient, social, and rewarding experience to mobilize sustained customer involvement.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.1016/j.jbusres.2026.116286first seen 2026-06-04 04:38:46
🔔 こうした論文の新着を逃したくない方は キーワードアラート に登録（無料・3キーワードまで）。
gxceed は公開メタデータに基づく研究支援データセットです。要約・翻訳・解説は AI 支援で生成されています。 最終的な解釈・検証は利用者が原典資料に基づいて行うことを前提とします。