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