Work

Platform-Driven Sustainability in E-Commerce: Consumer Behavior Toward Recycled Fashion

Year: 2025

Type: article

Abstract: Digital platforms in fashion e-commerce are progressively shaping sustainable consumption practices. This research explores the interplay between consumer behaviors toward recycled and second-hand fashion, and the adoption of digital platform-driven innovations. The analysis is based on a structured questionnaire and an online survey of 1000 consumers conducted in 2025, employing a combination of descriptive and inferential statistical techniques, including both cluster and factor analysis. The findings suggests that demographic factors—particularly age, education, and gender—significantly shape consumer attitudes toward digital innovations in fashion e-commerce apps. The analysis also confirms that the perceived effectiveness of AI and AR tools is significantly correlated with an increased interest in circular fashion options, including second-hand marketplaces and recycled clothing. The study emphasizes the strategic importance of platform features in fostering conscious fashion choices, thereby offering practical insights for retailers aiming to harmonize technological innovation with sustainability goals.

Source: Recycling

DOI: 10.3390/recycling10040161

Authors: Eleni Sardianou, Maria Briana

Institution: Harokopio University of Athens

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,172