The impact of online collaborative consumption on the fashion industry in France / Caroline CHAUDOY / 2020

Titre : The impact of online collaborative consumption on the fashion industry in France Type de document : Mémoire Auteurs : Caroline CHAUDOY, Auteur Année de publication : 2020 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATION ; ECONOMIE SOCIALE ET SOLIDAIRE ; ENTREPRISE Résumé : Is it reasonable to own a car that spends 92% of its time in a parking space ? Does it make sense to buy a drill and only use it once a year ? Or to leave the little one's stroller in the attic under the dust ? For the members of the sharing economy, it is nothing more and nothing less than an under-use of material goods, of capital, and therefore a waste both economic and environmental. Resale, donation, barter, renting or borrowing..., the economy of sharing is old, but is being reinvented by the "digital revolution". Whether directly between individuals or through companies, associations, public services, with or without monetary exchange, many practices can optimize the use of goods by "sharing" them. This new way of consumption has now reached the fashion industry, one of the most important indusrty in the world. Explanations : The clothing industry currently employs over 300 million people across the value chain. Over the past 15 years, garment production has approximately doubled, in part due to fast fashion, which produces more and more collections at a faster pace and at lower prices. However, the current business model will soon no longer be sustainable. Indeed, the overuse of resources, leading to their rarefaction, as well as pollution, is harmful to people and environment, both at a local and at a global level. In recent years, industry, consumers and other stakeholders have become more aware of the environmental and societal impacts of this type of industry on the planet. As a result, consumers are more and more using digital platforms of collaborative consumption for clothing. Curious of this new trend, I decided to develop this paper to understand the impact of online collaborative consumption on the fashion industry in France. The objective of this paper was thus to understand the purchasing behaviours of second-hand clothing consumers and its consequences on traditional clothing retailers. To achieve this, this paper explores, through quantitative research, the interrelationships between attitudes, environmental awareness and purchase intent with respect to sustainable fashion products. We aim to highlight the discrepancies between these behaviours and the role that marketing can play in developing strategies to motivate the consumption of sustainable products instead of non-sustainable ones. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529817