Abstract
Recently, a number of Collaborative Fashion Consumption (CFC) initiatives have been established that offer consumers opportunities to use idling capacities of already existing clothes to fulfill their desires with less environmental and social impacts. CFC integrates the concept of sharing economy in the fashion industry. By participating in CFC, consumers have the opportunity to acquire clothing in innovative manners as an alternative to the classic purchase of new products. In CFC, consumers can share, rent, lease, swap, borrow, gift or buy second hand clothing. Using a mixed method research approach, the influence of different values (biospheric, altruistic, hedonic, egoistic) on the attitudes toward and the engagement in CFC is studied in this research. The results of this study show that egoistic values negatively influence attitude towards CFC, while biospheric values have a positive impact. Hedonic motives neither promote nor diminish attitudes towards CFC. For altruistic motives, the results of the qualitative and quantitative studies somewhat diverge. Whereas altruistic motives are found to play a small positive role in attitudes toward CFC in the survey data, such motives have not been mentioned in the qualitative study.
