Over the past few years, sharing of goods and/or services has changed substantially and gained widespread popularity through social technologies. Collaborative consumption (CC), also known as peer-to-peer exchange of services and goods, has risen as a result of community-based digital services. It has the potential to reduce common challenges such as overconsumption and pollution, as well as contribute by decreasing the price of coordination. There is a great need to understand the people’s motivations for adopting CC in India. In this research, we have conducted a survey of 615 people in clothing store customers/retailers to understand their motivation through analyzing information about factors like sustainability, enjoyment, economic, reputation, etc. We have obtained sustainability and economic gain as important factors to create positive attitudes towards CC. Furthermore, the results might be helpful to design activities to create positive perceptions necessary to translate into action..
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