An Exploration of Indonesian Gen Z Attitude Toward Sharing Economy Business Model in Fashion Industry

Abstract

The Awareness of environmental damage has made many new fashion brands appear with the value of sustainability. However, it turns out that many brands only use sustainability value as a marketing action or commonly called greenwashing. Instead of focusing on the sustainable fashion brand, the most sustainable action is to reduce fashion consumption. The sharing economy is one of the answers to reduce consumption, and the fashion industry is no exception. Through the ABC theory of attitude, this research aims to find out the attitude towards the sharing economy of the fashion industry; second-hand fashion, fashion renting, fashion leasing, and fashion swapping. By conducting in-depth interviews, it turns out that second-hand fashion and fashion leasing have positive attitude while fashion renting and fashion swapping have negative attitude. This research also explored rather than sustainability values, trend factors can motivate Gen Z to try sharing economy business models in the fashion industry. This research contributes to a deeper understanding of the improvements of fashion sustainability by providing alternatives through sharing economy business models.

Keywords: Attitude, Sharing Economy, Fashion Industry, Sustainable Fashion