Motivations for collaborative consumption of consumer goods: scale validation for the fashion context in Brazil

Abstract

Significant changes in the fashion industry have been discussed in recent years in the search for sustainability. Collaborative consumption is part of sustainable fashion macro trends, functioning as a consumption alternative that reduces the environmental impacts of the industry by proposing the life extension of the clothes through reuse. This type of consumption has been discussed in the marketing literature and gained popularity in recent years. This research aims to validate a scale of motivations for collaborative consumption of consumer goods in the context of collaborative fashion consumption (CFC) in Brazil. We conducted a survey online through online questionnaires to validate the scale in the fashion context. For that, we performed a confirmatory factor analysis. Results show that the scale in the Brazilian CFC context seems to be more consistent if composed of four dimensions (concern-for-sustainability, social, variety-seeking, and cost-saving), three items in each dimension, totaling 12 items.