The Effects of Flea Market Apps on the Apparel Industry and Consumption

The apparel industry is recognized as highly environmentally burdensome, particularly in production and disposal. Peer-to-peer selling platforms have been highlighted as potential solutions for reducing environmental burdens in Japan due to the rapid growth of users and market size. This platform enables virtual communication engagement while buying and selling second-hand clothes and represents an innovative business model, supporting the transition from mass production to a more sustainable circular economy. In this chapter, we quantitatively investigate why Japanese consumers are attracted to these virtual platforms and their motivations. The results show that one of the primary motivations for participation is environmental protection, not economic gain. Thus, suggesting that peer-to-peer marketplaces can be powerful tools to promote a sharing economy and enhance environmental protection in Japan.