Collaborative Consumption: A Study of Sustainability Presentation in Fashion Rental Platforms

Despite the increased research into business potential and environmental impact of fashion renting, no previous has studied sustainable presentation (apparel, textiles, shoe, accessory, or jewelry) rental company platforms, which is purpose this study. The triple bottom line framework content analysis methods were used to identify themes in their communications. An open coding method was applied develop first-level concepts sub-categories, followed by a calculation frequency aspects addressed on each website. A total 56 active businesses U.S. identified analyzed. 11 main 27 sub-themes emerged. companies with overall most mentioned REI Lauren Look Ralph Lauren. results indicate that sustainability information websites needs be more organized for clear easy access public. Many can make simple adjustments such as educating consumers nature model providing data-related evidence determining social impacts. Companies must also provide detailed COVID-19 cleaning/sanitizing practices reduce perceived risk while promoting consumers’ willingness try services.