Sharing Economy and Fast Fashion (Sustainability and virtual consumer behavior: A review and research agenda)

The main objective of this work, through a literature review, is to contextualize the importance of fashion consumer behavior towards a more sustainable economy, emphasizing the sharing economy as an alternative to fast fashion through virtual networks, and therefore also highlights the use that consumers make of new technologies (social networks, mobile applications, or collaborative platforms). The specific objectives are none other than showing the need to contribute to the reduction of pollution, damage to the environment and the overconsumption of natural resources (water, energy, or materials) involved in the manufacture of clothing. All this linked to consumer behavior, innovation, electronic commerce, the sharing economy, and the entrepreneurship of the social and solidarity economy. It is for this reason that this work is approached from a perspective that can help to promote the exchange of fashion, examining the antecedents of the intention of consumers to participate in virtual fashion networks.

The consolidation of the sharing economy in the fashion industry could offer social, economic, and environmental benefits, so this research also wants to highlight the convenience of identifying and analyzing the different beliefs of people with similar behaviors using this type of virtual fashion networks and platforms, and that, due to the confinement of COVID-19, seems to have increased exponentially.

The value that is provided is to establish a common framework for discussion, within which the research has been carried out, since there is still much to analyze about consumer behavior in this context, and therefore the future of research in this area must bring together social, economic, and technological research to provide a more holistic understanding.

It is desirable that sustainability and the need for more sustainable consumption are a motivating influence for future research on the sharing economy related to fast fashion and virtual consumer behavior.