Development of a Conceptual Model to Explore Consumers\u27 Motivations To Collaboratively Consume Fashion

The phenomenon of collaborative consumption (CC) or sharing economy , where people coordinate acquisition and distribution of a resource for a fee or other compensation has gained tremendous popularity in recent years. The popularity of CC practice has also been observed in the fashion retail industry through two distinct forms: online fashion rental services and peer-to-peer (P2P) platforms that allow for selling and exchanging of goods. The purpose of this conceptual paper is to develop a conceptual framework for studying various motivations of consumers who collaboratively consume fashion. Drawing on extant literature, a conceptual framework incorporating utilitarian and hedonic motives, sustainability motive, and the moderating role of perceived risk on the attitude toward CC is proposed