Motives for the Usage of Collaborative Fashion Consumption Online Platforms

Michalak Szymon (), Bartkowiak Paweł, Ankiel Magdalena, Olejniczak Tomasz and Stachowiak-Krzyżan Magda
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Michalak Szymon: Poznań University of Economics and Business, Department of Product Marketing, Al. Niepodległości 10, 61-875 Poznań, Poland
Bartkowiak Paweł: Poznań University of Economics and Business, Department of Strategic Management, Al. Niepodległości 10, 61-875 Poznań, Poland
Ankiel Magdalena: Poznań University of Economics and Business, Department of Product Marketing, Al. Niepodległości 10, 61-875 Poznań, Poland
Olejniczak Tomasz: Poznań University of Economics and Business, Department of Product Marketing, Al. Niepodległości 10, 61-875 Poznań, Poland
Stachowiak-Krzyżan Magda: Poznań University of Economics and Business, Department of Product Marketing, Al. Niepodległości 10, 61-875 Poznań, Poland

Marketing of Scientific and Research Organizations, 2022, vol. 44, issue 2, 41-66

Abstract: In recent years, there has been a noticeable increase in consumer interest in participating in the sharing economy. One of the markets in which this is particularly visible is the clothing market. Dynamic technological progress and the virtualisation of life have contributed to the creation of applications with which consumers can buy, exchange or borrow clothes. The use of this type of application is treated as a manifestation of sustainable consumption. The main aim of the article is to determine the influence of selected motives on the attitudes towards these applications and their use. The article discusses the results of the research conducted in 2021 on a sample of 412 respondents. Confirmatory factor analysis and structural equation modelling were used in the process of analysing the results. The research results suggest that the most important motives for using the discussed applications were economic and utility, with their impact on attitudes towards these applications and the willingness to use them confirmed. Social motives turned out to be the lowest-rated group of determinants. Moreover, their negative impact on both attitudes towards the application and the willingness to use it was confirmed. Ecological motives turned out to be relatively important determinants of using the discussed solutions. Their influence on attitudes towards the application and consumption behaviour was confirmed.

Keywords: collaborative fashion consumption; sharing economy; consumer behaviour; motives; structural equation model; sustainable consumption (search for similar items in EconPapers)
JEL-codes: J16 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:44:y:2022:i:2:p:41-66:n:2

DOI: 10.2478/minib-2022-0008

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