Research seminar by Pia Albinsson, Business Appalachian State University


January 23, 2020



Mons Campus Building A, 3rd floor meeting room

"Social entrepreneurship and collaborative consumption in the Sharing Economy

Swedish clothing libraries emerged as a form of countercultural resistance to textile and fashion overconsumption. While there is much interest in large for-profit and non-profit collaborative consumption efforts, there is limited research on organizations created for the purpose of social transformation. Additionally, clothing library founders’ aim of developing a countercultural market presents an additional layer of complexity because, to address social and or environmental concerns, these social entrepreneurs must convince potential consumers of the worthiness of their value proposition as most Western consumers are unaccustomed to sharing intimate items (clothing and apparel) with strangers (Albinsson and Perera, 2009; Belk, 2010). Using Austin et al.’s (2006) model of social entrepreneurship, and the research question “What opportunities and challenges surface in the development of social enterprises in the collaborative consumption sector?” we examine clothing libraries to garner insight on their operation and development.


Pia A. Albinsson is a professor of Marketing in the Walker College of Business where she holds the John W. Guffey Jr. Professorship since 2016. Her research interests are in the areas of collaborative consumption, green consumption practices, consumer activism, corporate social responsibility, advertising rhetoric, and advertising effectiveness.

Her work has been published or is forthcoming in the Consumption, Marketing and Culture, Journal of Services Quarterly, Journal of Current Issues and Research in Advertising, Journal of Consumer Marketing, European Journal of Marketing, International Journal of Retailing and Distribution Management, International Wine Business Research Journal, Journal of Macromarketing, Journal of Consumer Behaviour, Journal of Public Policy and Marketing, Journal of Marketing Theory and Practice, Psychology and Marketing, Global Journal of Business Research, and Advances in Consumer Research, among others. She has also presented her research at national and international conferences such as Academy of Marketing Science, American Academy of Advertising, American Marketing Association, Association for Consumer Research, Consumer Culture Theory, Eastern Management Association, National Business and Economics Society, Society for Consumer Psychology, Society for Marketing Advances, Southwest Texas Popular/American Culture Association and Transformative Consumer Research.

Dr. Albinsson serves on the Editorial Review Board for Journal of Consumer Marketing and regularly serves as ad hoc reviewer for European Journal of Marketing, Journal of Business Research, Business and Society, Journal of Macromarketing, Journal of Marketing Management, Marketing Education Review, Marketing Theory, and many international, national and regional conference proceedings. In addition, Pia also served as Secretary for Society for Marketing Advances 2015-2018 and was the faculty advisor for the American Marketing Association ASU chapter in the Walker College of Business 2011-2016.

Dr. Albinsson received the 2016 China Studies Institute Zhi-Xing China Academic Leaders Fellowship sponsored by the American Association of State Colleges and Universities (AASCU) and China Education Association for International Exchange (CEAIE), China, June 5-June 24, 2016. She was a fellow for Society for Marketing Advances Doctoral Consortium in St. Petersburg, FL (2008) and AMA-Sheth Foundation Doctoral Consortium in Atlanta, GA (2009). She is a 2013 Highly Commended Award Winner for the Emerald Literati Network Awards for Excellence for her 2012 European Journal of Marketing article "Does Rhetoric Impact Advertising Effectiveness with Liking Controlled?

Prior to academia, Dr. Albinsson spent several years working in the tourism industry in Greece, Malaysia and Portugal as well as with banking and marketing in her native Stockholm, Sweden.

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