Electronic Green Journal

Fast fashion and overconsumption have contributed to the increase in apparel waste, raising concerns for the environment. Collaborative consumption can give the solution to ecological anxiety around apparel manufacturing by encouraging recycle and reuse of existing goods thereby reducing landfill waste. Consumer orientation such as fashion awareness and magnificence realization would be less characterized in second-hand apparel utilization. Companies in the apparel industry trying to find innovative sustainable business models may look around collaborative consumption as a potential path to achieve market competence along with adequacy and sustainability. The review of literature on collaborative consumption along with second-hand apparel use was analyzed to understand the relevant issues for the industry, marketers, and consumers to adopt the consumption of sustainable fashion. The study through a primary survey explores the possibility of adopting collaborative consumption in apparel. The study also provides insight into the perception and preferences of consumers towards the collaborative consumption of apparel.