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Motives of Sharing: Examining Participation in Fashion Reselling and Swapping Markets

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Sustainable Fashion: Consumer Awareness and Education

Part of the book series: Textile Science and Clothing Technology ((TSCT))

Abstract

The aim of this chapter is to provide insight into the consumer motives to participate in new mobile-enabled reselling and swapping platforms. A netnographic analysis of app reviews from the U.S. iTunes app store is used to identify consumer motives for participating in mobile-enabled fashion sharing marketplaces. The findings from the study indicate that consumers are mainly driven by self-oriented motives (convenience, recreation, and product portfolio) whereas they are less inclined to occupy critical positions by considering reselling and swapping as a means to distance themselves from the conventional fashion industry. Within the last decade, the sharing economy phenomenon has gained momentum across the world. However, many initiatives are struggling to reach enough consumers and create a critical mass. Knowledge about consumer motivations may help sharing initiatives and policy-makers to strengthen the services and change consumer mindsets. Consumer behavior in the sharing economy has received limited scholarly attention. This exploratory study provides new insights into consumer motivations for adopting fashion reselling and swapping platforms.

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Acknowledgements

The study was conducted as part of the Mistra Future Fashion project (http://www.mistrafuturefashion.com).

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  1. Department of Management, Society & Communication, Copenhagen Business School, 2000, Frederiksberg, Denmark

    Sarah Netter & Esben Rahbek Gjerdrum Pedersen

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  1. Sarah Netter
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  2. Esben Rahbek Gjerdrum Pedersen
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Correspondence to Sarah Netter .

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  1. Hong Kong, Kowloon, Hong Kong

    Subramanian Senthilkannan Muthu

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Netter, S., Pedersen, E.R.G. (2019). Motives of Sharing: Examining Participation in Fashion Reselling and Swapping Markets. In: Muthu, S. (eds) Sustainable Fashion: Consumer Awareness and Education . Textile Science and Clothing Technology. Springer, Singapore. https://doi.org/10.1007/978-981-13-1262-5_2

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  • DOI: https://doi.org/10.1007/978-981-13-1262-5_2

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