Profile of a Consumer Who Is Willing to Participate in Circular Business Models: The Case of Clothing Rental
Grilló-Méndez, Ana (Universidad de Zaragoza) ; Marzo-Navarro, Mercedes (Universidad de Zaragoza) ; Pedraja-Iglesias, Marta (Universidad de Zaragoza)
Resumen: This study focuses on the fashion sector, where production and consumption models are linear. Product-Service Systems, such as clothing rental, were analyzed to establish the profile of the consumer who is most likely to use them. Data were obtained from an online survey. A cluster analysis was conducted to establish the profile of individuals willing to participate in this Circular Business Model. Results showed a low use of the clothing rental service in the sample analyzed, as well as two profiles of individuals willing to use this service. Group 1, mainly men with a high school degree and no experience in renting or buying second-hand clothing, showed a lower intention to rent. Group 2, mostly women with a university degree and experience in reuse, showed a higher intention to rent and buy second-hand clothing. This research contributes to our understanding of consumer behavior within the context of circular economy business models, specifically in the realm of clothing rental. By explaining consumer profiles and their underlying traits, this study highlights the need to target and engage the right consumer segments. Managers in the fashion industry can leverage these insights to develop effective strategies that promote and optimize the adoption of circular business models. By focusing on the consumer, we can collectively foster a more sustainable and circular future.
Idioma: Inglés
DOI: 10.1080/17569370.2024.2430564
Año: 2025
Publicado en: Fashion Practice (2025), [29 pp.]
ISSN: 1756-9389
Financiación: info:eu-repo/grantAgreement/ES/AEI/PID2020-113338RB-I00
Financiación: info:eu-repo/grantAgreement/ES/DGA/S42-23R-CREVALOR
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
Exportado de SIDERAL (2025-02-14-14:11:27)
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Idioma: Inglés
DOI: 10.1080/17569370.2024.2430564
Año: 2025
Publicado en: Fashion Practice (2025), [29 pp.]
ISSN: 1756-9389
Financiación: info:eu-repo/grantAgreement/ES/AEI/PID2020-113338RB-I00
Financiación: info:eu-repo/grantAgreement/ES/DGA/S42-23R-CREVALOR
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. Exportado de SIDERAL (2025-02-14-14:11:27)
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Este artículo se encuentra en las siguientes colecciones:
Articles > Artículos por área > Comercialización e Investigación de Mercados
Record created 2025-02-10, last modified 2025-02-14