Motives for the usage of collaborative fashion consumption online platforms

• Authors: Szymon Michalak , Paweł Bartkowiak , Magdalena Ankiel , Tomasz Olejniczak , Magda Stachowiak-Krzyżan

Abstracts

EN

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

EN

collaborative fashion consumption; sharing economy; consumer behaviour; motives; structural equation model; sustainable consumption

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2022
• Volume: 44
• Issue: 2
• Pages: 41-66

Dates

published

2022

Contributors

author

Szymon Michalak

• Poznań University of Economics and Business, Department of Product Marketing , Al. Niepodległości 10, 61-875 Poznań, Poland

• https://orcid.org/0000000328747694

author

Paweł Bartkowiak

• Poznań University of Economics and Business, Department of Strategic Management, Al. Niepodległości 10, 61-875 Poznań, Poland

• https://orcid.org/000000019330756X

author

Magdalena Ankiel

• Poznań University of Economics and Business, Department of Product Marketing , Al. Niepodległości 10, 61-875 Poznań, Poland

• https://orcid.org/0000000325941600

author

Tomasz Olejniczak

• Poznań University of Economics and Business, Department of Product Marketing , Al. Niepodległości 10, 61-875 Poznań, Poland

• https://orcid.org/0000000172544961

author

Magda Stachowiak-Krzyżan

• Poznań University of Economics and Business, Department of Product Marketing , Al. Niepodległości 10, 61-875 Poznań, Poland

• https://orcid.org/0000000240932238

References

• Ahmed, R. R., Romeika, G., Kauliene, R., Streimikis, J., & Dapkus, R. (2020). ES-QUAL model and customer satisfaction in online banking: Evidence from multivariate analysis techniques. Oeconomia Copernic, 11, 59–93.
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
• Angelovska, J., Èeh Èasni, A., & Lutz, C. (2020). Turning consumers into providers in the sharing economy: Exploring the impact of demographics and motives. Ekonomska misao i praksa, 29(1), 79–100. Retrieved from https://hrcak.srce.hr/239585.
• Armstrong, C. M., Niinimäki, K., Lang, C., & Kujala, S. (2016). A use-oriented clothing economy? Preliminary affirmation for sustainable clothing consumption alternatives. Sustainable Development, 24, 18–31. doi:10.1002/sd.1602
• Balck, B., & Cracau, D. (2015). Empirical analysis of customer motives in the shareconomy. Working Paper Series, University of Magdeburg. Retrieved from https://www.fww.ovgu.de/fww_media/femm/femm_2015/2015_02.pdf
• Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing, Journal of Consumer Research, 39(4), 881–898. doi:10.1086/666376.
• Barnes, S., & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: A Four-Stage Delphi Study. Technological Forecasting and Social Change, 104, 200–211. doi:10.1016/j.techfore.2016.01
• Becker-Leifhold, C., & Iran, S. (2018). Collaborative fashion consumption - Drivers, barriers and future pathways. Journal of Fashion Marketing and Management, 22, 189–208. doi:10.1108/JFMM-10-2017-0109
• Bedyńska, S., & Książek, M. (2012). Statystyczny drogowskaz 3. Praktyczny przewodnik wykorzystania modeli regresji oraz równań strukturalnych; Szkoła Wyższa Psychologii Społecznej: Warsaw, POL, pp. 159–200, ISBN 9788363354053
• Belk, R. W. (2010). Sharing. Journal of Consumer Research, 36(5), 715–734. doi:10.1086/612649.
• Belk, R. W. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600. doi:10.1016/j.jbusres.2013.10.001.
• Benoit, S., Baker, T. L., Bolton, R. N., Gruber, T., & Kandampully, J. A. (2017). Triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors. Journal Business Research, 79, 219–227.
• Botsman, R., & Rogers, R. (2010). What's mine is yours. The rise of collaborative consumption.? New York: Harper Business.
• Cervellon, M., Carey, L., & Harms, T. (2012). Something old, something used: Determinants of women's purchase of vintage fashion vs second-hand fashion. International Journal of Retail & Distribution Management, 40(12), 956–974. doi:10.1108/09590551211274946
• Chieng, F. Y. L. (2021). Collaborative fashion consumption: You don't have to own high fashion to own it. Curtin Insight Articles. Retrieved from https://news.curtin.edu. my/insight/2021-2/collaborative-fashion-consumption-you-dont-have-to-own-highfashionto-own-it/
• Cooper, T. (2013). .Sustainability, Consumption and the Throwaway Culture. W: Walker S. and Giard J. (red.) The Handbook of Design for Sustainability, pp. 137–155, Bloomsbury Academic.
• Druckman, A., & Jackson, T. (2010). The bare necessities: How much household carbon do we really need? Ecological Economics, 69(9), 1794–1804.
• Ek Styvén, M., & Mariani, M. M. (2020). Understanding the intention to buy secondhand clothing on sharing economy platforms: The influence of sustainability, distance from the consumption system, and economic motivations. Psychology Marketing, 37(5) 1–16. doi:10.1002/mar.21334
• Farrant, L., Olsen, S. I., & Wangel, A. (2010). Environmental benefits from reusing clothes. The International Journal of Life Cycle Assessment, 15(7), 726–736.
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18/3, 382–388.
• Geissdoerfer, M., Savaget, P., Bocken, N. M., & Hultink, E. J. (2017). The circular economy - A new sustainability paradigm? Journal of Cleaner Production, 143, 757–768. doi:10.1016/j.jclepro.2016.12.048.
• Geng, R., Mansouri, S. A., & Aktas, E. (2017). The relationship between green supply chain management and performance: A meta-analysis of empirical evidences in Asian emerging economies. International Journal of Production Economics, 183, 245-258. doi:10.1016/j.ijpe.2016.10.008
• Gopalakrishnan, S., & Matthews, D. (2018). Collaborative consumption: A business model analysis of second-hand fashion. Journal of Fashion Marketing and Management, 22(3), 354–368. doi:10.1108/JFMM-05-2017-0049.
• Guiot, D., & Roux, D. (2010). A second-hand shoppers' motivation scale: Antecedents, consequences, and implications for retailers. Journal of Retailing, 86(4), 355–371. doi:10.1016/j.jretai.2010.08.002
• Habibi, M. R., Davidson, A., & Laroche, M. (2017). What managers should know about the sharing economy. Business Horizons, 60(1), 113–121. doi:10.1016/j.bushor.2016.09.00
• Hair, J.F. Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed., pp. 627–686). Upper Saddle River: NJ, USA: Pearson International Edition. ISBN 9780138132637.
• Hamari, J. (2013). Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12, 236–245 https://doi.org/10.1016/j.elerap.2013.01.004.
• Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. The Journal of the Association for Information Science and Technology, 67, 2047–2059. doi:10.1002/asi.23552
• Henninger, C. E., Brydges, T., Iran, S., & Vladimirova, K. 2021. Collaborative fashion consumption - A synthesis and future research agenda. Journal of Cleaner Production, 319, 128648.I doi:10.1016/j.jclepro.2021.128648
• International EMF Project - Progress reports - June 2015–2016. Retrieved from https://www.who.int/publications/m/item/international-emf-project-progress-report2015-2016
• Iran, S., & Schrader, U. (2017). Collaborative fashion consumption and its environmental effects. Journal of Fashion Marketing and Management, 21(4), 468–482. doi:10.1016/j.jclepro.2018.11.163
• Iran, S., Geiger, A. M., & Schraeder, U. L. (2018). Collaborative fashion consumption - A cross-cultural study between Tehran and Berlin. Journal of Cleaner Production, 212, 313–323. doi:10.1016/j.jclepro.2018.11.163
• Isla, V. L. (2013). Investigating second-hand fashion trade and consumption in the Philippines: expanding existing discourses. Journal of Consumer Culture, 13(3), 221–240. doi:10.1177/1469540513480167
• Johansson, J. K. (2010). Global Marketing Strategy. Wiley International Encyclopedia of Marketing.doi:10.1002/9781444316568.wiem01024
• Kapoor, A. P., & Vij, M. (2021). Want it, Rent it: Exploring attributes leading to conversion for online furniture rental platforms. Journal of Theoretical and Applied Electronic Commerce Research, 16, 188–207. doi:10.4067/S0718-18762021000200113.
• Konarski, R. (2009). Modelowanie równań strukturalnych. Teoria i praktyka (p. 15). Warsaw, Poland: Wydawnictwo Naukowe PWN. ISBN 9788301160944
• Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems, Journal of Marketing, 76(4), 109–125. doi:10.1509/jm.10.0368.
• Lang, C., Seo, S., & Liu, C. (2019). Motivations and obstacles for fashion renting: A crosscultural comparison. Journal of Fashion Marketing and Management, 23(4), 519–536. doi:10.1108/JFMM-05-2019-0106
• Lee, S. E., Jung, H. J., & Lee, K.-H. (2021). Motivating collaborative consumption in fashion: Consumer benefits, perceived risks, service trust, and usage intention of online fashion rental services. Sustainability, 13, 1804. doi:10.3390/su13041804
• Leismann, K., Schmitt, M., Rohn, H., & Baedeker, C. (2013). Collaborative consumption: Towards a resource-saving consumption culture. Resources, 2(3), 184–203. doi:10.3390/resources2030184
• Mont, O., & Plepys, A. (2008). Sustainable consumption progress: Should we be proud or alarmed? Journal of Cleaner Production, 16(4), 531–537.
• Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during COVID19 pandemics. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1297–1310. doi:10.3390/jtaer16050073
• Munoz, P., & Cohen, B. (2017). Mapping out the sharing economy: A configurational approach to sharing business modeling. Technological Forecasting and Social Change, 125, 21–37.
• Ode, E., & Ayavoo, R. (2020). The mediating role of knowledge application in the relationship between knowledge management practices and firm innovation. Journal of Innovation & Knowledge, 5, 209–217.
• Paczka, E. (2020). Collaborative consumption i jej wpływ na rozwój przedsiębiorczości w obliczu zmian pokoleniowych. Przegląd Prawa I Administracji, 120, tom 2, 749–761. doi:10.19195/0137-1134.120.104.
• Padmavathy, C., Swapana, M., & Paul, J. (2019). Online second-hand shopping motivation - Conceptualization, scale development, and validation. Journal of Retailing and Consumer Services, 51, 19–32. doi:10.1016/j.jretconser.2019.05.014
• Park, H., & Armstrong, C. M. J. (2019). Is money the biggest driver? Uncovering motives for engaging in online collaborative consumption retail models for apparel. Journal of Retailing and Consumer Services, 51, 42–50. doi:10.1016/j.jretconser.2019.05.022
• Perlacia, A. S., Duml, V., & Saebi, T. (2017). Collaborative consumption: Live fashion, don't own it. Beta, 31, 6–24. doi:10.2139/ssrn.2860021
• Phipps, M., Ozanne, L. K., Luchs, M. G., Subrahmanyan, S., Kapitan, S., Catlin, J. R., & Weaver, T. (2013). Understanding the inherent complexity of sustainable consumption: A social cognitive framework. Journal of Business Research, 66(8), 1227–1234.
• Piligrimiene, Ž., Žukauskaite, A., Korzilius, H., Banyte, J., & Dovaliene, A. (2020). Internal and external determinants of consumer engagement in sustainable consumption. Sustainability, 12(4), 1349. doi:10.3390/su12041349
• Piscicelli, L., Cooper, T., & Fisher, T. (2015). The role of values in collaborative consumption: Insights from a product-service system for lending and borrowing in the UK. Journal of Cleaner Production, 97, 21–29, doi:10.1016/j.jclepro.2014.07.032.
• Popa, I. D., & Dabija, D. C. (2019). Developing the Romanian organic market: A producer's perspective. Sustainability, 11, 467.
• Ritzer, G., & Jurgenson, N. (2010). Production, consumption, prosumption: The nature of capitalism in the age of the digital 'prosumer'. Journal of Consumer Culture, 10(1), 13–36. doi:10.1177/1469540509354673
• Sarigöllü, E., Hou, C., & Ertz, M. (2021). Sustainable product disposal: Consumer redistributing behaviors versus hoarding and throwing away. Business Strategy and the Environment, 30(1), pp. 340–356. doi:10.1002/bse.2624
• Schor, J. B., & Fitzmaurice, C. J. (n.d.). Collaborating and connecting: the emergence of the sharing economy. Handbook of Research on Sustainable Consumption, 410–425. doi:10.4337/9781783471270.00039
• Szczepańska-Woszczyna, K. (2021). Management theory, innovation, and organisation. A model of managerial competencies. Milton Park, UK: Routledge. ISBN 9780367485528
• Waight, E. (2013). Eco babies: reducing a parent's ecological footprint with second-hand consumer goods. International Journal of Green Economics, 7(2), 197–211. doi:10.1504/IJGE.2013.057444
• Wang, Z., & Wang, N. (2012). Knowledge sharing, innovation and firm performance. Expert Systems with Applications, 39(10), 8899–8908.
• Williams, C. C., & Paddock, C. (2003). The meanings of informal and second hand retail channels: some evidence from Leicester. International Review of Retail, Distribution and Consumer Research, 13(3), 317–336. doi:10.1080/0959396032000101372
• Won, J., & Kim, B.-Y. (2020). The effect of consumer motivations on purchase intention of online fashion - Sharing platform. The Journal of Asian Finance, Economics and Business, 7(6), 197–207. doi:10.13106/JAFEB.2020.VOL7.NO6.197
• Xu, Y., Chen, Y., Burman, R., & Zhao, H. (2014). Second-hand clothing: A cross-cultural comparison. International Journal of Consumer Studies, 38, 670–677. doi:10.1111/ijcs.12139
• Yan, R.-N., Bae, S.Y., & Xu, H. (2015). Second-hand clothing shopping among college students: The role of psychographic characteristics. Young Consumers, 16(1), 85–98. doi:10.1108/YC-02-2014-00429
• Zaman, M., Park, H., Kim, Y.-K., & Park, S.-H. (2019). Consumer orientations of secondhand clothing shoppers. Journal of Global Fashion Marketing, 10(2), 163–176. doi:10.1080/20932685.2019.1576060

Identifiers

DOI

10.2478/minib-2022-0008

Biblioteka Nauki

11364531