Sinergie | 2026
Authors: Grieco C.; Capone V.; Sfodera F.
DOI: 10.7433/s129.2026.08
Journal: Sinergie
Year: 2026
Publisher: Fondazione Cueim
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Framing of the research: The development of circular fashion, boosted by the sharing economy, has fostered the spread of collaborative fashion platforms (CFPs), which offer alternatives to the traditional buying model (e.g., second-hand, rental, vintage). Purpose of the paper: This study aims to explore Generation Z actual and potential users of CFPs, focusing on the motivations that play a role in influencing them. Consistently the research aims to segment Generation Z through the development of a cluster analysis and the identification of different user profiles. Methodology: An online questionnaire was administered to a sample of 387 consumers belonging to Generation Z, in order to collect data about their attitude and behavior concerning CFPs. A cluster analysis was then performed on collected data using the k-means clustering method. Findings: The analysis revealed six clusters: Eco-Sceptics, Green Buyers, Experience Lovers, Digital Shoppers, Indulgent consumers, and Undigitals. The emerged groups of consumers reflect specific drivers and barriers, and the primary and contingent motivations to approach CFPs. Research limits: The main limitation of the study concerns the composition of the sample which may reduce the generalizability of the results. In addition, the cluster analysis methodology might involve a degree of discretion from the researcher in defining and interpreting the emerged clusters. Practical implications: The results offer practical insights for CFPs, allowing them to identify specific targets and tailor marketing strategies based on the characteristics of the different user segments. This can support users' engagement and retention. Originality of the paper: The study outlines the profile of six different clusters of users, based on extrinsic and intrinsic variables, also highlighting how these variables actually act as drivers and barriers in the analyzed sample. In this sense the research goes a step further compared to extant contributions, by focusing on the way these drivers actually coexist and determine the emergence of specific subgroups of consumers. Moreover, the study sheds light on how the variables are related among each other. © 2026 The Author(s). Published by Fondazione CUEIM. This is an open access article under the CC BY license (CC BY 4.0 https://creativecommons.org/licenses/by/4.0/legalcode).
cluster analysis; collaborative fashion platforms (CFPs); generation Z; sharing economy