Sorry, this project has finished.

Please contact 2366475S@student.gla.ac.uk with any questions about this study.

Thank you for your participation in our study!

The contemporary climate change situation is profoundly serious and has been the reason behind the recent 2021 United Nations Climate Change Conference (COP26) in Glasgow. The global production of goods negatively impacts climate change. This is significantly apparent in the clothing and apparel industry where “fast fashion” (the consumer trend of wearing clothing for a brief period before rapid disposal) is increasingly prevailing. This leads to the levels of clothing and textile waste also rising, which results in landfills filling up at “unprecedented levels at phenomenal rates”. Collaborative consumption describes the process of obtaining, giving, and sharing goods and services through community-based online or in-person activity. These CC practices have enabled the global fashion industry to tackle problems with hyper-consumption and pollution.

BBC article about the impact of the fashion industry and future predictions:

https://www.bbc.com/future/article/20211105-how-carbon-might-go-out-of-fashion

What is the purpose of the study?

There are several factors that deter consumers from engaging in collaborative fashion consumption. One of them being the issue of contamination associated with the shared goods.

The current study investigated the effect of the type of ownership (the contamination cue) on consumers’ purchase intention. Two types of ownerships: B2C (business-to-consumer or corporate-owned service) and C2C (consumer-to-consumer or consumer-owned) were investigated in this study.

We expect to find that purchase intention will be higher in the B2C rather than the C2C setting, as the contact with the previous user is less apparent. In addition, some fashion items might minimise the purchase intention, as a result of greater degree of contact with the item.

Can my individual results be made available?

Unfortunately, the individual results cannot be provided but if you are interested in the results please contact the researcher, Alicja Stachura (2366475S@student.gla.ac.uk) after the completion of the final dissertation report.