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The attitude of young German consumers towards rental fashion platforms: a qualitative study

2022-06-02Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorMartinez, Luis Manuel da Silva Pereira Fructuoso
dc.contributor.authorWesterberg, Catrin
dc.date.accessioned2023-01-24T15:38:02Z
dc.date.available2023-01-24T15:38:02Z
dc.date.issued2022-06-02
dc.date.submitted2022-05-20
dc.description.abstractThe sharing economy is a socio-economic system that we encounter in many areas of today’s everyday life. It is supposed to allocate resources more efficiently through sharing instead of owning. Within the German fashion industry, the sharing economy is a relatively new concept that has not yet gained great popularity. This qualitative research aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as their preferred clothing categories to rent from. The research question is addressed by 24 in-depth semi-structured interviews with young female and male German consumers. The findings indicate that consumers value renting clothes for occasions, to change up their wardrobe frequently, out of sustainability aspects and because of efficiency and convenience reasons. However, there remains a high entry barrier through a lack of awareness and information, as well as price and high demand issues. The results give future studies a base for deeper quantitative research and managers helpful insights for implementing successful marketing strategies.pt_PT
dc.identifier.tid203135997pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/148065
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectQualitative researchpt_PT
dc.subjectSharing economypt_PT
dc.subjectConsumer perceptionspt_PT
dc.subjectRental fashion pPlatformspt_PT
dc.subjectAlternative fashion consumptionpt_PT
dc.titleThe attitude of young German consumers towards rental fashion platforms: a qualitative studypt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations