Profile of a Consumer Who Is Willing to Participate in Circular Business Models: The Case of Clothing Rental

This study focuses on the fashion sector, where production and consumption models are linear. Product-Service Systems, such as clothing rental, were analyzed to establish the profile of the consumer who is most likely to use them. Data were obtained from an online survey. A cluster analysis was conducted to establish the profile of individuals willing to participate in this Circular Business Model. Results showed a low use of the clothing rental service in the sample analyzed, as well as two profiles of individuals willing to use this service. Group 1, mainly men with a high school degree and no experience in renting or buying second-hand clothing, showed a lower intention to rent. Group 2, mostly women with a university degree and experience in reuse, showed a higher intention to rent and buy second-hand clothing. This research contributes to our understanding of consumer behavior within the context of circular economy business models, specifically in the realm of clothing rental. By explaining consumer profiles and their underlying traits, this study highlights the need to target and engage the right consumer segments. Managers in the fashion industry can leverage these insights to develop effective strategies that promote and optimize the adoption of circular business models. By focusing on the consumer, we can collectively foster a more sustainable and circular future.