Adrianna Bejnarowicz & Matilda Persson , Environmental Economics and Management - Master´s Programme
The fashion industry has developed into one of the world's largest polluting, resource-intensive and mass-waste industries, causing great environmental damage. Although issues with current consumption patterns have raised awareness, changes in how businesses offer fashion consumption have been limited. The phenomenon of fashion-as-service (FAS) seems promising to disrupt the traditional way of doing business and encourage resource efficiency. However, it entails core changes in both business models (BM) and business practices. Previous research and existing literature of use-oriented BMs and access-based initiatives lacks empirical evidence in the context of fashion in Sweden. Furthermore, previous research on how BMs in the fashion industry could be shaped to induce more sustainable consumption is limited. Therefore, this study aims to investigate the phenomenon of FAS to contribute to its understanding and how it can induce more sustainable consumption. By combining three bodies of knowledge (business model concept, product-service system and practice theory), questions on FAS BM characteristics, its development in practice and lastly how it affects the role of the consumer are answered. The study was conducted through a multiple case study design, where three companies were chosen as representatives for FAS. The key findings show that FAS induces sustainable consumption through its emphasis on increasing product use rather than products sold (increased use intensity), prolonging the lifetime of clothes and finally through reducing waste and disposal.
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