Consumers, particularly younger generations aged 18 to 35, are increasingly recognizing the environmental impact of the fashion industry and are embracing collaborative consumption practices like clothes swapping, according to a new study.
Farah Armouch, Michèle Paulin, and Michel Laroche from the John Molson School of Business explored the motivations behind clothes swapping in the age group.
The survey findings reveal that clothes swapping is driven by the desire for wardrobe refreshment at a low cost, social interactions, community building, environmental benefits, and anti-consumption motives. The practice evolved from an individual activity to a collective practice, challenging traditional resource allocation and reshaping consumer behavior.
The fashion industry is a significant contributor to global carbon emissions, accounting for nearly 10% of total emissions, making it the second-largest polluter after the oil and gas industry.
Online platforms like ThredUp, Depop, and Poshmark are facilitating clothing resale and sustainable practices.
Europe is recognized as a leader in sustainable second-hand clothing practices.
This article was written in collaboration with Generative AI news company Alchemiq
Sources: Phys.org, Mirage News.