ABSTRACT
Rise of circular economy (CE) is promising to min_imize resource usage, carbon emissions and waste which has a valuable impact towards the recognition of UN's agenda for Sustainable Development Goals. SDGs involves all stakeholders of society i.e. governments, businesses, NGOs, civil society groups and citizens. The fashion and textile industries are directly and indirectly interconnected with pillars of sustainability i.e. economic, social, peace and inclusivity and environmental as well as all seventeen SDGs, particularly SDG12. Recycling and reuse of textile waste can decrease the negative externalities on the environment by reversing logistics and redistributing textiles at various points of the supply chain as well as by lowering the number of new clothes makers, minimizing landfill trash, and supporting an environmentally friendly lifestyle. This research is combining Schwartz's theory of value in the perspective of fashion industry along with insights from CE and SDGs as guiding base to shape the social actions related to the Theory of Planned Behavior (TPB). It has mapped both of these value and behavior theories to one another. Besides, Brunei is a country with amongst highest social media usage and thus awareness where the people's perceptions have been tested for the knowledge of SDG and CE towards the recycling of the fashion wares and clothing. It has been found that the CE awareness is a huge contributory factor in recognizing SDGs. An empirically tested structural equation model using SmartPLS has found that the knowledge of CE and SGD is crucial in contributing towards the motivation of adoption of recycling and reuse of fashion wares which along with power and security of Schwartz's values and subjective norm of TPB towards usage action with a minimal marginal moderating effects of age, gender, education and income in igniting sustainable actions in the fashion industry.
