Does collaborative fashion consumption support sustainable consumption? An exploration of two collaborative fashion consumption models

There is an urgent need for change within the garment sector as it continues to massively contribute to the climate crisis. This need for change has led to a growing interest in collaborative fashion consumption and its possibilities to support sustainable consumption within the garment sector. This research explores whether the two identified models of collaborative fashion consumption, business to consumer and peer to peer, are able to support sustainable consumption. A model has been developed, expanding on Joyner Armstrong and Park’s (2017) model, detailing the criteria for supporting sustainable consumption. The model has been applied to 37 collaborative fashion consumption companies. The results show that both models of collaborative fashion consumption are able to support sustainable consumption, however, there are distinct differences highlighted and neither model can fulfil all of the criteria. These findings can be used to ensure collaborative fashion consumption continues evolve to support more sustainable consumption patterns.