Summary

The fashion industry has received harsh criticism about its increasing environmental footprint. As a result, formal clothing swapping has evolved into collaborative sharing practices, sometimes leading to circular social and economic developments.

In either case, it transforms how individuals behave around possessing and sharing clothes for what it can bring to them and their collective well‐being.

This study explores what factors (e.g., economic, hedonic, environmental, and activism) motivate individuals to swap their clothes and why culture may be an important moderating factor to consider. An online Amazon Mechanical Turk (MTurk) survey comprised of the NextGen (individuals between 18 and 35), 51.6% of workers, and 28% of students (n = 279) from various countries analyzed through ANOVA regressions led to clear evidence of the moderating effects of culture on motivating factors in swapping behavior… […]