Customer engagement in circular economy initiatives: Exploring pathways toward climate change mitigation in the apparel industry
通过分析PUMA的循环经济案例，识别出八种促进服装行业循环性的顾客参与实践，包括三种新实践（网络化、便利化、娱乐化），为品牌设计便捷、社交且有益的循环体验以推动顾客持续参与和气候变化减缓提供策略。
• 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.