community, while keeping their wallets happy,” commented Armouch. She wanted to understand the motivations that drive 18- to 35-year- olds to swap clothes and how culture impacts their decision to do so. This age bracket includes Generation Z and millennials, two groups shown to be the most environmentally conscious. The researchers found that there were no significant differences between continents and countries, showing that clothes swapping and collaborative consumption are global trends. Survey respondents cited the environmental benefits, while some were motivated by the anti-consumption aspect of swapping that makes it unnecessary to purchase new items. Paulin points out that Europe is ahead of the curve on sustainable practices in the second-hand clothing market and could serve as a model for North American cities. “Being more aware of socio-environmental challenges, 18- to 35-year-olds are redesigning the way people access fashion items and are developing new communities centred around a circular lifestyle and sustainable practices,” she noted. CD “People are revolutionising the way we consume fashion by focusing on the idea of expanding the lifespan of garments”
RESEARCH EXAMINES NEW-GEN MOTIVATION FOR CLOTHES-SWAPPING COMMUNITIES
Over the years, swapping clothes has evolved from an individual activity to a more co-operative practice. This shift is challenging traditional notions of resource allocation and transforming how people behave, according to a new article published in the Journal of Consumer Behaviour . The article was co-authored Michèle Paulin and Michel Laroche, both professors of marketing at John Molson School of Business, Concordia University. “It was fascinating to me to see how people are revolutionising the way we consume fashion by focusing on the idea of expanding the lifespan of garments and building a sense of by Farah Armouch, as part of her master’s thesis with supervisors
SCHOOL John Molson School of Business, Concordia University COUNTRY Canada
he fashion industry is responsible for nearly 10 per cent of global carbon
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emissions and is the second-largest polluter in the world after oil and gas. As consumers become more aware of fashion’s environmental impact, they are choosing to participate in collaborative consumption activities such as swapping clothes.
8 Business Impact • ISSUE 3 • 2024
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