Community-driven consumption dynamics: An analysis of how consumer participation in fashion retailing can strength sustainability

The challenge of overproduction in the fashion industry results in surplus clothing and significant environmental damage. This problem has arisen due to increased clothing production over the past two decades, despite a decrease in clothing usage. Unsold inventory can create financial burdens for brands due to storage and maintenance costs, often resulting in incineration or landfill use, further polluting the environment. Researchers have often focused on solutions for earlier stages of the supply chain. However, there is a growing interest in exploring the final stages regarding retailing dynamics as potential pathways towards a more sustainable future, specifically distribution and use, through Collaborative Fashion Consumption models of resale, rental, and subscription services. Conducting a case studies analysis, this paper analyzes the relationship between community involvement in retail practices and business commitment to sustainability. Within this research, the term 'community' refers to individuals who actively participate in retail activities, such as product authentication, promotion, price negotiation, and payment/delivery. The analysis identifies a business's commitment to sustainability through qualitative factors such as consumer education on circularity, financial support for sustainable practices, collaboration with partners, and development of progress tracking systems, aiming to investigate the interplay between community engagement and businesses sustainability efforts.