Percorrer por autor "Marconi, Chiara"
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- Renting, reselling, repairing : the path to a more sustainable economy in fashionPublication . Marconi, Chiara; Vale, Rita Coelho doThe concept of sustainability is increasingly becoming an integral part of our daily lives, emerging as a significant pillar in the strategies of many companies. In the realm of fashion, there has been a notable shift towards a more sustainable, less polluting, and environmentally respectful approach in recent years, driven by a heightened interest among consumers. However, it remains pertinent to explore whether customers are indeed satisfied with these endeavors or expect further initiatives from fashion companies. An online experiment was conducted to understand consumer behavior better, specifically looking at three strategies to move away from the current linear fashion model towards a more circular one. The main goal was to see if consumers were interested in this new way of thinking about fashion. Throughout the study, the participants' level of satisfaction and awareness regarding the sustainable actions already implemented by their favorite brands was examined. It was observed that, currently, participants are often dissatisfied and unaware. Participants, randomly exposed to one of these three hypothetical scenarios, demonstrated interest and often willingness to pay (WTP) if these services were implemented. It was also noted that the implementation of these services would enhance customers' perception of the brand, making them more likely to recommend the brands to friends.