Defining Collaborative and Sustainable Apparel Consumption: Laying the Groundwork for Empirical Investigation
The objectives of this study are (a) to develop a theoretical framework of collaborative apparel consumption specifically articulating the evaluation of the potential sustainability of the various consumption modes and (b) to identify viable proposals for future research in this area with relevant research propositions. Using a metatheory approach, this paper illustrates the developed framework that explores these two major Internet-supported consumption modes (utility-based non-ownership and redistributed ownership) manifest in an apparel context using real industry examples, and then explore the implications of each consumption mode and business model for the consumer's relationship with the product, peers, and organizations involved in these sharing schemes. This exploration highlights key factors that should be scrutinized for evaluating the potential sustainability of collaborative clothing consumption. These factors and related attributes relevant to each relationship are identified via a systematic content analysis of the literature. Finally, this paper will conclude with a series of research propositions for future research, which beg investigation.