The Effect of Community Appeal on the Adoption of Clothing Swap Stores
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2025-07-03
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en
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Abstract
This experimental research examines whether community appeal can s4mulate the adop4on of
sustainable behavior, specifically clothing swapping, in a real-world se=ng. Although collabora4ve
fashion consump4on offers a circular alterna4ve to fast fashion, adop4on remains limited due to
varied barriers. Drawing on the Need to Belong theory and nudging principles, this study examines
whether a community-based interven4on, including a welcoming store design and flyer
communica4on interven4on, can increase behavioral and a=tudinal adop4on of clothing swapping.
A quasi-experimental design was u4lized, comparing two second-hand swap stores in the
Netherlands: one with a community appeal interven4on and one with a control interven4on.
Adop4on was measured through clothing swapping behavior, inten4on to return, posi4ve word of
mouth, and flyer response. The study also assessed whether the interven4on specifically aHracted
people with lower environmental concern. Results revealed that the interven4on significantly
increased the number of clothes taken and inten4on to return but had no significant effect on clothes
brought, posi4ve word of mouth, flyer response, or environmental concern. These findings suggest
that community appeal can influence certain adop4on dimensions but is not sufficient for driving
total adop4on. The research contributes to the literature on sustainable fashion by tes4ng a socialcontextual
interven4on in a real-world se=ng.
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Faculteit der Managementwetenschappen