Purpose The purpose of this paper is to provide the conceptual basis of collaborative fashion consumption (CFC) as a possible path toward more sustainable clothing. A definition and a typology of CFC are introduced and possible environmental effects of CFC are structured and discussed. This provides a solid conceptual basis for future empirical studies on CFC as an element of more sustainable consumption. Design/methodology/approach This paper is written mainly based on a review of the more recent literature on collaborative consumption, as well as of older papers about related concepts like sustainable service systems and eco-efficient services. The proposed CFC typology and the structure of environmental effects are developed using both a deductive and an inductive process, and then by transferring existing structures to this specific field and challenging them by assigning practical examples. Findings The main contributions of this paper are the definition and typology of CFC and the structure for assessing its environmental effects. Research limitations/implications The findings provide a conceptual basis for future empirical research on CFC. Practical implications For practitioners, the CFC typology and the structure of environmental effects could be used as checklists for future development of more sustainable collaborative consumption offers. Originality/value This paper makes a unique contribution to the concept of CFC. To the knowledge of the authors, this is the first paper that has been explicitly dedicated to examining different types and environmental effects of CFC.

Purpose The purpose of this paper is to explore the existing literature on CFC together with its relative concepts and discuss the current state of knowledge in the field of alternative apparel consumption. Drivers, barriers and future pathways of CFC – from the business and consumer’s perspective – are extracted, summarized and discussed. By using a holistic approach, this study aims to demonstrate the linkages and interplays among the actors. Helpful implications for the industry and policy makers are derived. Design/methodology/approach A holistic systematic literature review was conducted. More than 2,800 journal articles were reviewed for this conceptual paper, and the ones meeting the search criteria were subjected to a qualitative content analysis. Findings The findings facilitate a better understanding of what enables or prevents CFC from becoming a mainstream consumption approach. The study also examines the sustainability aspects of CFC, discussing both the positive environmental benefits and its negative impacts. Practical implications The results of this study can help businesses, governments and institutions develop more efficient strategies toward promoting sustainability in the fashion industry. Understanding the drivers and barriers of CFC, in addition to the possible sustainability benefits of CFC, can facilitate and accelerate adoption of future business models of CFC. Originality/value CFC is a relatively new concept in the field of academic research. In fact, this study is among the first to explore the interplay of drivers and barriers from both the consumer and industry perspectives. This paper can support further academic and business efforts aimed at promoting CFC.

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Unsustainable clothing consumption patterns, especially prevalent in the Global North, have come to the spotlight of media, policy-makers and the academic community in recent years. Recently, the COVID-19 pandemic disrupted the routine lives of citizens globally, which has impacted some consumers’ attitudes towards fashion and consumption practices. This study employs terror management theory and voluntary simplicity to explore the impact of the COVID-19 pandemic on consumers’ attitudes towards clothing consumption across six different countries, from the Middle East, Southeast Asia, Europe and North America. A structured qualitative study with closed, open-ended and multiple-choice questions was completed by a sample of consumers (N = 3748) across these countries. Among all participants of this study one-third reported that the pandemic had affected their attitude towards clothing and this study was mainly conducted to investigate the nature of those attitude changes. Qualitative analysis identified patterns of change in consumers’ attitude towards clothing (e.g., minimalism, grateful mindset, conscious mindset, decreased fashion desire, longevity and style confidence), which reveal potential for a lasting shift towards more sustainable consumption patterns. The results of this study highlight valuable managerial implications: the industry needs to respond to this shift in consumers’ attitude and move towards more sustainable business models and processes. Sufficiency-oriented business offerings, in particular, are becoming more accepted in the fashion industry. Moreover, these results are relevant for predicting future consumption patterns, especially considering that pandemics may become a more regular part of life.

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Against the backdrop of current sustainability problems, various social innovations for sustainable consumption are emerging across the globe. In order to explore the sustainability potentials of such initiatives, it is vital to understand (1) why consumers are accepting and joining these initiatives and (2) how they perceive the sustainability potentials of initiatives’ offers. In order to correctly estimate the sustainability potential of the initiatives, one should consider possible negative sustainability impacts as well as rebound effects alongside all the positive sustainability effects. Moreover, studies on social innovations for sustainable consumption have mostly been conducted in the context of the Global North. This paper focuses on studying and understanding the current situation of social innovations for sustainable consumption and its sustainability potentials in Tehran, Iran. A qualitative explorative study was conducted using desk research as well as semi-structured in-depth interviews with Iranian consumers. The results of this study confirm the existence of growing supply and demand trends for such initiatives in Iran. Among the different initiatives, those that are copies of international companies or offering alternative mobility solutions seem to have more chances for diffusion, as consumers are more motivated to use their offers. The sample of this study believed that by joining these initiatives, they could contribute to achieving greater sustainability. However, the results of the interviews also show that the possible negative sustainability and rebound effects of their engagement in such initiatives were often neglected. Therefore, there is still a need not only for educating consumers about the overall sustainability potentials of these initiatives but also for exhibiting the sustainability impacts that their consumption behaviors regarding the use of initiatives’ offers can have. This way, these initiatives can be more successful in terms of contributing to sustainability.