The main contribution of this paper is to understand how fashion companies try to include elements of circularity in their business models since in recent
years, the fashion industry is the one that consumes the greatest amount of raw
materials and pollutes the environment. Starting from what consumers perceive
and as they are interested in the factor of sustainability and ethics in relation to the
world of fast fashion and fashion in general, the goal is to understand how these
companies move from a linear business model to a circular business model. Then
we will analyze the collaboration between H&M-Sellpy. Our empirical investigation aims at gathering knowledge concerning the cocreation mechanisms underpinning the co-creation processes of circular firms and their key co-creating actors.
In this scenario, it appear very interesting trying to understand what the attitudes
and behaviors of Millennials and Centennials are when they faced with the purchase of luxury and sustainable fashion items. In doing that, a survey questionnaire
turned out to be the most suitable tool to conduct such investigation.
