Perceived Value and Perceived Risks – Focused Ethnographic Analysis in Collaborative Fashion Consumption

Abstract

Curious to learn how consumers in developing country like India perceives values and risks in Collaborative Fashion Consumption (CFC); it’s a qualitative attempt to look at the intentions, desires and attitudes through focused ethnographic approach.   

Purpose

To know how the attitudes, desires of women belonging to different generations shape towards adopting CFC and show some indication about the way brands could tweak these behaviors for servitization of apparel business.

Methodology

Qualitative research using focused ethnography approach is conducted to generate the meanings and the expressions between millennial and gen Z women. Inductive thematic analysis is done using MAXQDA software.

Findings

Participants across millennials and gen Z expressed their concern for health and hygiene as a perceived risk in adopting CFC. Self-identity, culture, family and materialism is perceived more important for millennial women; tilts their preference towards owning rather than renting. Gen Z women prefers hedonistic and comfortable clothing. The findings relate to the Model of Goal-Directed Behavior theory (MGB Model).

Conclusion

Eco-labelling, consumer education of environment-friendly consumption practices with effective economic pricing and mitigating risk perception are given as recommendations. Brands could use the societal marketing concept to create trust amongst the consumers through their altruistic behaviors.