6/17/2023 0 Comments Houdini sportswear damen![]() ![]() A recent study of fashion customers views on collaborative consumption finds support for more sustainable consumption of fashion, even though the underlying values of customers as a driving force are not clear and consistent ( Becker-Leifhold, 2018). It is known that the production of clothes has major negative environmental impact ( Niinimäki and Hassi, 2011 Roos et al., 2015). The apparel and fashion industry is one industry that is attracting an increased interest in studies relating to sharing and/or circular economies ( Pedersen and Netter, 2015 Zamani et al., 2017). ![]() When rethinking the company’s current business model to include more sustainable solutions, the company’s ability to generate enough profit for long-term survival and secure enough financial strength must be taken into consideration ( Chesbrough, 2007). Although according to some studies there seems to be no unanimity on how sustainability should be implemented in a company’s business ( Bocken et al., 2014 Boons and Lüdeke-Freund, 2013), others propose a more strategic approach, for example design ( Manzini and Vezzoli, 2003). Thus, developing a business model for increased long-term sustainability should consider both a sharing economy and a circular economy ( Pieroni et al., 2019). ![]() The driving forces mentioned above may be reasons for companies to rethink their current business models, to better adapt to a changing business landscape and create competitive advantages. Although sharing does not per se mean the same as benefits from a socio-environmental perspective, but it needs to be seen in conjunction with circularity to gain momentum in a concept where a business lowers its environmental impact ( Hobson and Lynch, 2016). Circularity, however, relates to a restorative manufacturing system built mainly on use, maintenance, reuse, remanufacturing and recycling, with an environmental impact as low as possible, that is minimised leakage to landfill ( EMF, 2013 Geissdoerfer et al., 2017 Lieder and Rashid, 2016). Sharing relates to consumption or the use of specific products, that is access on demand without ownership ( Hobson and Lynch, 2016), for example clothing or fashion libraries where members subscribe for various fashion packages ( Zamani et al., 2017 Pedersen and Netter, 2015). Sharing and circularity are not mutually exclusive, but they are two different concepts that work in parallel. In such changes, both the sharing economy and the closely related concept of a circular economy are of interest. Reasons for an awareness of a need to change consumption patterns include several intertwined factors, such as climate change effects ( Rockström et al., 2017) and how we live ( Rockström et al., 2009), urbanisation and the concentration of economic activities to mega regions ( Florida et al., 2008), an increasing interest in consuming less ( McNeill and Moore, 2015) and how a sharing economy as a consequence of urbanisation might solve issues of scarce and costly storage ( Kathan et al., 2016 Bardhi and Eckhardt, 2012). Thus, the sharing economy appears in various types and forms ( Boons and Bocken, 2018) and is attracting increased interest, for reasons including the climate change debate, ever-increasing urbanisation, global economic crises, information and communications technology (ICT) and increased consumer understanding of sustainable consumption patterns ( Lundblad and Davies, 2016 Kathan et al., 2016). However, the sharing economy or collaborative consumption ( Botsman and Rogers, 2010) is nothing new, for example timesharing for collaboratively owning and utilising real estate ( Cohen and Kietzmann, 2014), borrowing books from public libraries ( Bardhi and Eckhardt, 2012) and carsharing ( Habibi et al., 2017). ![]() There is a growing interest in the sharing economy, involving a need to understand and develop ways to take advantage of the potential benefits associated with this emerging way of doing business. The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2019, Johan Holtström, Charlotte Bjellerup and Johanna Eriksson License ![]()
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