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Does renting clothes instead of buying them have a real (positive) environmental impact?

By Joëlle Vanhamme, Professeur de marketing, EDHEC Business School
Valerie Swaen, Professeure ordinaire, Université catholique de Louvain (UCLouvain)

Renting clothes instead of buying them seems like a great idea for the environment. However, the reality is more complex, as not buying does not necessarily equate to responsible behaviour.

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