Rewiring Retail: A Platform-Based Approach to Sustainable Consumption
Tavaglione, Anne (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051210686
https://urn.fi/URN:NBN:fi:amk-2025051210686
Tiivistelmä
The nature of retail is changing as platform-based businesses become more popular and sustainability awareness increases. This thesis examines the transformation of business models from traditional linear models to multi-directional platform models from the perspective of a retail business located in Central Europe.
The research was based on platform theory, circular economy principles, and a consumer behaviour framework. Using this theory, the aim was to explore how a platform business model can connect sustainable fashion brands and private sellers of second-hand goods, within the same business model, enabling value transfer between them and supporting new client reach for sustainable brands.
The research used a marketing mix method, combining the qualitative interview method and the survey method. Interviews were conducted with fashion brands that operate and produce in a sustainable manner. The survey was conducted as a three-part survey of individuals, consisting of existing and geographically potential customers.
The study's results were compared against theory to determine whether there is a demand for a change in the case company's business model. As the outcome, the analysis of the results highlighted how platform models can significantly improve customer and brand engagement, help to find new clients, while promoting a circular economy model.
The research was based on platform theory, circular economy principles, and a consumer behaviour framework. Using this theory, the aim was to explore how a platform business model can connect sustainable fashion brands and private sellers of second-hand goods, within the same business model, enabling value transfer between them and supporting new client reach for sustainable brands.
The research used a marketing mix method, combining the qualitative interview method and the survey method. Interviews were conducted with fashion brands that operate and produce in a sustainable manner. The survey was conducted as a three-part survey of individuals, consisting of existing and geographically potential customers.
The study's results were compared against theory to determine whether there is a demand for a change in the case company's business model. As the outcome, the analysis of the results highlighted how platform models can significantly improve customer and brand engagement, help to find new clients, while promoting a circular economy model.