Why is collaborative fashion so fashion? Exploring drivers and barriers through the segmentation of Generation Z consumers
DOI:
https://doi.org/10.7433/s129.2026.08Keywords:
sharing economy, cluster analysis, collaborative fashion platform, generation ZAbstract
Purpose of the paper: Digital platforms have facilitated the development of collaborative fashion consumption models, centered on second-hand trade, vintage, or sharing through rentals, within the sharing economy (SE) paradigm and have seen the rapid engagement of Generation Z. Motivations driving this generation’s participation extend beyond sustainability concerns, encompassing a multitude of factors. This study explores Generation Z’s motivations towards collaborative fashion platforms (CFPs) and proposes a segmentation approach based on intrinsic and extrinsic drivers.
Methodology: An online questionnaire was administered to a sample of 383 consumers belonging to the Generation Z, in order to collect data about their attitude and behavior concerning CFPs. A cluster analysis was then performed on collected data using the k-means clustering method.
Findings: The analysis revealed six clusters: Eco-Sceptics, Green Buyers, Experience Lovers, Digital Shoppers, Indulgent consumers, and Undigitals. The emerged groups of consumers reflect specific drivers and barriers, and the primary and contingent motivations to approach CFPs.
Originality of the paper: The study allows to outline the profile of six different clusters of users, basing on extrinsic and intrinsic variables, also highlighting how these variables actually act as drivers and barriers in the analyzed sample. In this sense the research goes a step further compared to extant contributions, as for its focus on the way these drivers actually coexist and determine the emergence of specific subgroups of consumers. Moreover, the study shed light on how the variables are related among each other.
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