Sharing economy as an alternative proposal to fast fashion

This doctoral thesis analyzes people's attitude and behavior towards the sharing economy, specifically in relation to clothing exchange platforms, as an alternative proposal to fast fashion. The objective is to understand the factors and variables that influence the adoption of this type of sharing economy and develop a model that explains this process. The SEM methodology (structural equations) has been used to analyze the variables empirically. The study is based on the framework of consumer behavior and technological innovations. The work investigates the background of consumer attitudes and intentions on these platforms and seeks to understand whether the reasons for their use are economic, environmental, or social. The proposed model has also considered the extraordinary influence of COVID-19 on behavioral intention. Likewise, the research contributes to knowledge in the field of human behavior and offers a new perspective on the consumer in the sharing economy. Taken together, this research addresses an underexplored area and is important for understanding and promoting the adoption of the sharing economy in the context of fashion.