Identification of Factors Affecting the Willingness toward Shared Clothing Consistent with Sustainability Objectives in the Clothing Industry

Today, fashion as the most dominant consumption phenomenon, has led to consumerism lifestyle, which is considered as the most harmful lifestyle regarding environmental destruction. Now, the most important question in the future is how can lifestyles be directed to survival and continuity? Sustainable development with the slow-fashion movement in the clothing industry seeks to change the social attitude towards consumption. Hence, the present study has focused on the capabilities and challenges of shared clothing as one of the strategies of sustainable development in the field of clothing for the consumption, under the cultural conditions of our country, using the survey-field method. The statistical population of this study included 300 women aged 18-40 years in Tehran, who were selected by random sampling method. The tool was a researcher-made questionnaire. The questionnaire questions were designed in two parts of the audience's preferences regarding sharing and shareability in the form of 14 open and closed questions. Data were analyzed by Pearson correlation and one-way analysis of variance (ANOVA) using SPSS 22. The results revealed that 55% of the respondents were willing to share clothing with others and 45% were not. Respondents who agreed with sharing were also asked about the criteria for sharing, where 67% of sharing was in the form of donation and charity, followed by an average of 59% of helping protect the environment. Also, at 95% confidence level, a significant relationship was found between degree of education and environmental protection.