Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities

JOURNAL OF CLEANER PRODUCTION

卷:278

Article

Shrivastava, Archana¹  Jain, Geetika^2,3  Kamble, Sachin S.⁴  Belhadi, Amine⁵ 

[1] Jaypee Business Sch, Noida 201307, Uttar Pradesh, India

[2] Amity Univ, Amity Sch Business, Noida, Uttar Pradesh, India

[3] IT Univ Copenhagen, European Blockchain Hub, Copenhagen, Denmark

[4] EDHEC Business Sch, F-59057 Roubaix, France

[5] Cadi Ayyad Univ, Marrakech, Morocco

关键词: Circular fashion;    Used clothing;    Digital platform;    Source Credibility Theory;    Instagram;    Unified Theory of Acceptance and Use of Technology;   

DOI  :  10.1016/j.jclepro.2020.123772

来源: Elsevier

【 摘 要 】

The apparel manufacturers and retailers throughout the world are searching for innovative solutions to reduce the harmful impact the industry has on the environment. These firms cannot afford to lose the environmentally conscious consumers. Circular fashion is an emerging area that promotes the reuse and recycling of the used clothing. Online renting of the used clothes is an emerging business that supports circular fashion practices leading to environmental and economic sustainability. The present study investigates the antecedents of online second-hand clothing rental platforms that drive the consumer to adopt them. Based on the theoretical underpinning of the unified theory of acceptance and use of technology and source credibility theory, the study finds that the utility of these platforms, ease of use, attitude, and social pressure drives the behavioral intent of the consumers to use these platforms. The study also identifies that communications from Instagram microcelebrities could positively influence the consumers to adopt these platforms promoting circular fashion and sustainability. (C) 2020 Elsevier Ltd. All rights reserved.

【 授权许可】

Free