Sharing economy as an alternative to fast fashion: a behavioral intention model

Ramon Ruiz-Navarro · Carolina Hintzmann · August Corrons

8 citations0/0 files storedResearch Journal of Textile and Apparel

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Sharing Economy and Platforms Technology Adoption and User Behaviour Environmental Sustainability in Business

Abstract

Purpose This study aims to investigate the factors influencing the adoption of sharing economy (SE) practices, specifically focusing on virtual clothing sharing platforms (VCSPs) as a sustainable alternative to fast fashion (FF). Given the negative environmental impact, labor exploitation and disposable culture associated with FF, this research aims to understand how economic, environmental and social motivations affect consumer behavioral intentions toward using VCSPs. Design/methodology/approach Data were collected through a survey of 392 participants from a global online academic institution operating across Europe, Asia, America and Africa. The sample included individuals from diverse professional, demographic and educational backgrounds, providing relevant context for studying VCSPs. The study uses the decomposed theory of planned behavior (DTPB) and structural equation modeling to analyze the data, focusing on how motivations and COVID-19 influence consumer engagement with VCSPs. Findings The results reveal that environmental and prosocial motivations are the primary determinants driving VCSPs adoption, followed by economic and social factors. The study also identifies a significant impact of COVID-19 on consumer intentions. Originality/value This research expands the literature on SE within the fashion sector by providing new insights into consumer behavior. The proposed model enhances the predictive power of DTPB by integrating additional variables, including trust, decomposing perceived utility into four dimensions, COVID-19 influence and new relationships, offering a more holistic view of the adoption process. The findings have significant implications for advancing sustainable fashion initiatives and offer viable alternatives to FF.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1980Understanding Attitudes and Predicting Social Behavior 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1995Understanding Information Technology Usage: A Test of Competing Models 1990Structural Model Evaluation and Modification: An Interval Estimation Approach

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