Why Do I Love You Vaatelainaamo? Analysis of motivations, barriers and opportunities in a Finnish service for sharing clothes
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Journal Title
Journal ISSN
Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2017
Major/Subject
Mcode
Degree programme
Language
en
Pages
11
S721-S731
S721-S731
Series
Design Journal, Volume 20
Abstract
Services for sharing are the next challenge in Economy as they configure promising sustainable solutions. This paper presents research on a Finnish service for sharing clothes, aiming to understand factors that could increase the adoption of consumer practices in the Sharing Economy, especially for those products of mass consumption and consumer identity. The research has its foundation on the interpretative paradigm and on the phenomenological study, using questionnaires and "Love & Hate Letters" as research techniques. Among the results, we highlight motivations for both choosing and keeping use of the service, as well as factors that damage the relationship of users with it. Hence, we claim that services for sharing should promote a sense of belonging, which is the fundamental factor for users to love the service even though some aspects can be improved. Thus, designing for the next economy is to design for belonging.Description
Keywords
Sharing Economy, Service Design, Sustainability, Consumption, Fashion, CONSUMPTION
Other note
Citation
Vasques , R A , Koria , M & Loschiavo dos Santos , M C 2017 , ' Why Do I Love You Vaatelainaamo? Analysis of motivations, barriers and opportunities in a Finnish service for sharing clothes ' , Design Journal , vol. 20 , pp. S721-S731 . https://doi.org/10.1080/14606925.2017.1353018
