| Creators: |
Robertson, Vanessa and Truong, Linh and Botzenhardt, Tim and Pätzmann, Jens U. and Schallmo, Daniel |
| Title: |
Lessons for sustainable fashion start-ups: consumer attitudes on clothing rentals |
| Item Type: |
Conference or Workshop Item |
| Event Title: |
(Proceedings of the) ISPIM Connects Salzburg "The sound of innovation" |
| Event Location: |
Salzburg, Austria |
| Event Dates: |
December, 11 -13, 2023 |
| Projects: |
IFE |
| Date: |
2023 |
| Divisions: |
Wirtschaftswissenschaften |
| Abstract (ENG): |
Renting instead of purchasing clothes has been proposed as a sufficiency-enabling business model in line with circular economy principles. It can reduce overall consumption and, thus, lessen the fashion industry’s significant environmental impact. While this concept is established in Vietnam, it is a novel area of sustainability-oriented business models in Germany. Given the altered role of customers in this context, this study investigated consumer attitudes towards clothing-rental services in Vietnam and Germany based on qualitative content-analysis of in-depth interviews with 25 participants from each country as well as the public discourse in online magazines. Driven by sustainability and price considerations, consumers in both countries display openness towards the model, particularly for festive occasions. However, concerns about hygiene, quality, and convenience persist. The findings were matched with a circular business model canvas and can aid start-ups in tailoring their offerings to the demanding consumer expectations. |
| Forthcoming: |
No |
| Language: |
English |
| Link eMedia: |
Download |
| Citation: |
Robertson, Vanessa and Truong, Linh and Botzenhardt, Tim and Pätzmann, Jens U. and Schallmo, Daniel
(2023)
Lessons for sustainable fashion start-ups: consumer attitudes on clothing rentals.
In: (Proceedings of the) ISPIM Connects Salzburg "The sound of innovation", December, 11 -13, 2023, Salzburg, Austria.
(LUT Scientific and Expertise Publications).
ISBN 9789526506944
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