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A Use‐Oriented Clothing Economy? Preliminary Affirmation for Sustainable Clothing Consumption Alternatives

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  • Cosette M. Armstrong
  • Kirsi Niinimäki
  • Chunmin Lang
  • Sari Kujala

Abstract

The purpose of this study was to understand how fashion‐oriented females in two different countries evaluate three use‐oriented product–service systems (PSS): clothing consultancy, renting and swapping. A mixed‐method approach was utilized, including focus group interviews and a questionnaire. Both countries exhibited a higher level of interest in use‐oriented PSS schemes than product‐oriented offerings. Positive evaluations of use‐oriented PSS included the ability to reduce excess consumption via smarter purchasing, becoming more knowledgeable about personal style and fit, and enhancing creativity with items already owned. Participants also positively evaluated the ability for some PSS concepts to satisfy their desire for change and social support or interaction as well as to save money and increase product satisfaction. Negative evaluations included lack of trust in the provider related to issues such as quality, maintenance and hygiene of shared goods as well as skepticism about the business model's viability. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment

Suggested Citation

  • Cosette M. Armstrong & Kirsi Niinimäki & Chunmin Lang & Sari Kujala, 2016. "A Use‐Oriented Clothing Economy? Preliminary Affirmation for Sustainable Clothing Consumption Alternatives," Sustainable Development, John Wiley & Sons, Ltd., vol. 24(1), pages 18-31, January.
    • Handle: RePEc:wly:sustdv:v:24:y:2016:i:1:p:18-31
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    Cited by:

    1. Clare Saunders & Irene Griffin & Fiona Hackney & Anjia Barbieri & Katie J. Hill & Jodie West & Joanie Willett, 2024. "A Social Practices Approach to Encourage Sustainable Clothing Choices," Sustainability, MDPI, vol. 16(3), pages 1-19, February.
    2. Ciara Gyde & Lisa S. McNeill, 2021. "Fashion Rental: Smart Business or Ethical Folly?," Sustainability, MDPI, vol. 13(16), pages 1-18, August.
    3. Kee Ok Kim & Hyesun Hwang, 2021. "Consumer acceptance of product–service systems as alternative satisfiers of consumer needs for sustainable development," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(5), pages 847-859, September.
    4. Jain, Ritu & Jain, Kokil & Behl, Abhishek & Pereira, Vijay & Del Giudice, Manlio & Vrontis, Demetris, 2022. "Mainstreaming fashion rental consumption: A systematic and thematic review of literature," Journal of Business Research, Elsevier, vol. 139(C), pages 1525-1539.
    5. Daniel Baier & Theresa Maria Rausch & Timm F. Wagner, 2020. "The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective," Sustainability, MDPI, vol. 12(7), pages 1-21, April.
    6. Kopplin, Cristopher Siegfried & Rösch, Stella Franca, 2021. "Equifinal causes of sustainable clothing purchase behavior: An fsQCA analysis among generation Y," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Vivian S. C. Tunn & Ellis A. Van den Hende & Nancy M. P. Bocken & Jan P. L. Schoormans, 2021. "Consumer adoption of access‐based product‐service systems: The influence of duration of use and type of product," Business Strategy and the Environment, Wiley Blackwell, vol. 30(6), pages 2796-2813, September.
    8. Michalak Szymon & Ankiel Magdalena & Olejniczak Tomasz & Stachowiak-Krzyżan Magda & Bartkowiak Paweł, 2022. "Motives for the Usage of Collaborative Fashion Consumption Online Platforms," Marketing of Scientific and Research Organizations, Sciendo, vol. 44(2), pages 41-66, June.

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