# Project Description Masters Project Laura Eugenia Alba Vergara Summary Final work College London College of Fashion Course MA Fashion Marketing and Sustainability Graduation year 2026 Keywords: Circular Ecosystems, Post-consumer textile waste management (PCTWM), Consumer engagement, Sustainable Consumption Communication, Colombia. Final work COMMUNICATION STRATEGIES FOR CONSUMER ENGAGEMENT IN TEXTILE REUSE: A MULTI-STAKEHOLDER STUDY OF CIRCULAR ECOSYSTEM IN COLOMBIA ABSTRACT Research Context: The transition towards a circular economy (CE) in the fashion industry necessitates active consumer participation, a topic currently under-researched, particularly within emerging economic contexts. This study addresses the complex issue of post-consumer textile waste management (PCTWM), where systemic arrangements for reuse are critical but often undermined by fast fashion and a high volume of waste (approximately 70 million metric tonnes released globally in 2021). Focusing on Colombia, a developing country facing growing landfill capacity crises and high biodiversity loss, the research identifies a significant knowledge gap regarding how collaborative ecosystems, the structural enablers of CE, can effectively use communication to foster circularity. Purpose: The main purpose of this exploratory research is to examine the role of communication strategies within PCTWM ecosystems in Colombia’s major cities to stimulate consumer engagement in circular fashion practices, particularly focusing on textile reuse. Design/Methodology/Approach: Adopting an interpretivist philosophical stance and an inductive approach, the study employed a qualitative mono-method strategy through Narrative Inquiry. Data were collected via semi-structured interviews from a multi-stakeholder perspective, including eight representatives from the PCTWM ecosystem and four pro-circular consumers residing in the capital city of Bogotá. The resulting data were analysed using reflexive thematic analysis to identify patterns in perceptions and experiences. Findings: The study found that current communication strategies often align with Type II Sustainable Consumption Communication (self-empowerment) but suffer from a partial stakeholder approach, lacking dedicated consumer-focused planning. Key barriers identified include Industry Consumer Role Inconsistency, where industry expectations for critical consumer behaviour contrast with limited opportunities offered (primarily purchase and disposal). Furthermore, communication faces the Environmental Awareness and Technical Understanding Paradoxes, as the complex knowledge necessary for informed adoption is often rejected or found confusing by consumers. Significant opportunities lie in enhancing consumer capacity by fostering critical thinking and employing experiential communication (“educating through experience and methods”). Consumers actively seek reliable, trustworthy information to help them balance their desire for fashion with environmental commitment. Originality and Value: The originality of this research lies in providing novel, multi-stakeholder insights into communication for circular fashion adoption within the previously underexplored context of a Latin American developing country. The findings offer practical managerial implications for PCTWM ecosystems, guiding the design of communication strategies that address consumer knowledge gaps, build trust, and support the systemic shift towards reuse-based circularity. Share this project Keywords: Circular Ecosystems, Post-consumer textile waste management (PCTWM), Consumer engagement, Sustainable Consumption Communication, Colombia. A link to this page has been added to your clipboard Browse related work Climate Emergency Community Communications Sustainability