Sharing economy as an alternative to fast fashion: a behavioral intention model

PurposeThis study aims to investigate the factors influencing the adoption of sharing economy (SE) practices, specifically focusing on virtual clothing sharing platforms (VCSPs) as a sustainable alternative to fast fashion (FF). Given the negative environmental impact, labor exploitation and disposable culture associated with FF, this research aims to understand how economic, environmental and social motivations affect consumer behavioral intentions toward using VCSPs.Design/methodology/approachData were collected through a survey of 392 participants from a global online academic institution operating across Europe, Asia, America and Africa. The sample included individuals from diverse professional, demographic and educational backgrounds, providing relevant context for studying VCSPs. The study uses the decomposed theory of planned behavior (DTPB) and structural equation modeling to analyze the data, focusing on how motivations and COVID-19 influence consumer engagement with VCSPs.FindingsThe results reveal that environmental and prosocial motivations are the primary determinants driving VCSPs adoption, followed by economic and social factors. The study also identifies a significant impact of COVID-19 on consumer intentions.Originality/valueThis research expands the literature on SE within the fashion sector by providing new insights into consumer behavior. The proposed model enhances the predictive power of DTPB by integrating additional variables, including trust, decomposing perceived utility into four dimensions, COVID-19 influence and new relationships, offering a more holistic view of the adoption process. The findings have significant implications for advancing sustainable fashion initiatives and offer viable alternatives to FF.