Abstract
The fashion consumption causes consequential damages to the planet and society, facts that highlight the need to curtail its growth throughout more sustainable solutions. Among these solutions is engaging fashion customers in Product Service Systems (PSSs), which aim at demineralizing fashion consumption and slowing resource loops. Therefore, based on a thorough empirical analysis, this study sheds the light on fashion customers’ motives to engage in specific PSS models, namely fashion rental, fashion swap and second-hand fashion. Uncovering these motives further enriches the PSS literature, and allows to slow resource loops by bridging consumers’ aspirations to fashion companies activities.