July 8, 2024 This article has been reviewed according to Science X's editorial process and policies . Editors have highlightedthe following attributes while ensuring the content's credibility: fact-checked trusted source proofread by Ursula Leonowicz, Concordia University The fashion industry is responsible for nearly 10% of global carbon emissions and is the second largest polluter in the world, after oil and gas. As consumers become more aware of the environmental impact of fashion, they are choosing to participate in collaborative consumption activities like swapping clothes.
Over the years, swapping clothes has evolved from an individual activity to a more collective practice. This shift is challenging traditional notions of resource allocation and transforming how people behave, according to a new article published by Concordia researchers in the Journal of Consumer Behavior . The article, "Is it fashionable to swap clothes? The moderating role of culture," was co-authored by Farah Armouch, as part of her master's thesis with supervisors Michèle Paulin and Michel Laroche, both professors of marketing at the John Molson School of Business.
"It was fascinating to me to see how people are revolutionizing the way we consume fashion by focusing on the idea of expanding the lifespan of garments and building a sense of community while keeping their wallets happy," Armouch says. She wanted to understand the motivations that drive 18 to 35-year-olds to swap clothes and how thei.
