Fashion Library: Bridging Environmental Sustainability and Innovative Marketing for a Sustainable Future

Abstract

The UN Environment Programme states that thefashion business is the additional largest user of water while emitting 8 to 10% of global carbon. Fashion Libraries, a novel idea in India as a form of pooling or renting are considered as possible paths to sustainable clothing. Research in foreign counties has associated the acceptance of fashion libraries with psychological, social, and financial risks among others. The rationale of this study is to find out the acceptance and perception of fashion libraries; identify the early adopters of fashion libraries, the risk associated, and the decision-making factors for becoming members of collaborative fashion consumption. Further, the exploratory study aims to obtain a psychographic valuation of Collaborative Fashion library users/potential users and comprehend their cause and factors for joining it.Data were collected through structured questionnaires administered to 410 respondents across various cities of Gujarat, India with respondents in the 18 to 60 age group. Statistical tools like Exploratory factor analysis, ANOVA testing, and correlation were used to corroborate the results.The effect of the exploratory study identified three early adopter segments –Early adopters of fashion, Fashion Influencers with environmental concerns, and Possible Green early adopters. The acceptance of these libraries was based on certain factors like sustainability, hygiene and cleanliness, store layout, easy accessibility to store location, product width and depth availability in all sizes, styles, designs, and good maintenance of the garments.