Promoting Sustainability in the Fashion Industry: An Exploratory Study of Fashion Sharing in Colombia
Darly Beltran Ventura
Universidad autonoma del caribe, Barranquilla, Colombia
Keywords: Fashion library, collaborative fashion consumption, perceived risk, environmental sustainability, Colombia
Abstract
This study investigates the environmental impact of the fashion industry, which is recognised for its significant water consumption and contribution to global carbon emissions. The UN Environment Programme reports that fashion contributes to an estimated 7-9% of worldwide carbon emissions. In response to these issues, fashion libraries, encompassing clothing rental and sharing services, have emerged as potential avenues for more sustainable clothing consumption in Colombia. Previous research conducted in other countries has highlighted that the acceptance of fashion libraries is associated with various perceived risks, encompassing psychological, social, and financial aspects, among others. This study, conducted in Colombia, aims to explore the acceptance and perceptions of fashion libraries, identify early adopter segments, assess associated risks, and ascertain the key factors influencing consumer decisions to engage with fashion libraries. To accomplish this, an exploratory survey was administered to 369 respondents residing in major Colombian cities. Data analysis, involving exploratory factor analysis, ANOVA testing, and correlation techniques, facilitated the identification of three primary early adopter segments. Additionally, it revealed that factors influencing acceptance of fashion libraries encompass sustainability, hygiene, store layout, location accessibility, product availability, and garment maintenance.
Author Biography
Darly Beltran Ventura, Universidad autonoma del caribe, Barranquilla, Colombia
