A Use-Oriented Clothing Economy? Preliminary Affirmation for Sustainable Clothing Consumption Alternatives

Cosette M. Armstrong*, Kirsi Niinimäki, Chunmin Lang, Sari Kujala

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

99 Citations (Scopus)


The purpose of this study was to understand how fashion-oriented females in two different countries evaluate three use-oriented product-service systems (PSS): clothing consultancy, renting and swapping. A mixed-method approach was utilized, including focus group interviews and a questionnaire. Both countries exhibited a higher level of interest in use-oriented PSS schemes than product-oriented offerings. Positive evaluations of use-oriented PSS included the ability to reduce excess consumption via smarter purchasing, becoming more knowledgeable about personal style and fit, and enhancing creativity with items already owned. Participants also positively evaluated the ability for some PSS concepts to satisfy their desire for change and social support or interaction as well as to save money and increase product satisfaction. Negative evaluations included lack of trust in the provider related to issues such as quality, maintenance and hygiene of shared goods as well as skepticism about the business model's viability.

Original languageEnglish
Pages (from-to)18-31
Number of pages14
Issue number1
Publication statusPublished - 1 Jan 2016
MoE publication typeA1 Journal article-refereed


  • Clothing product-service systems
  • Finland
  • Sustainable clothing consumption
  • Sustainable fashion
  • United States


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