Organizational characteristics explaining participation in sustainable business models in the sharing economy : evidence from the fashion industry using conjoint analysis

Environmental and social challenges require new sustainable business models, like sharing platforms. However, sharing platforms differ widely in their contribution to a more sustainable society. Whereas idealistic sharing platforms have dominant social goals, other sharing platforms are, or became, commercial. We explore the attractiveness of the typical organizational characteristics of idealistic sharing platforms in the fashion industry context, an industry with negative environmental and social impacts. Based on a literature review and exploratory focus groups, we conduct an online survey using conjoint analysis, completed by 1,512 respondents. Our results reveal that potential users prefer clothes sharing platforms to be small, to not partner with large clothing retailers, to have the possibility to participate in decision-making, but to not require shareholding