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Diverse values of fashion rental service and contamination concern of consumers

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  • Baek, Eunsoo
  • Oh, Ga-Eun (Grace)

Abstract

Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental service form attitudes towards the service depending on one’s contamination concerns and predict adoption intentions. Structural equation modeling was used to analyze the data (N = 270). The findings suggest that functional, economic, and emotional values significantly increase attitudes leading to adoption intentions. Further, contamination concerns moderate the relationships between values and attitudes as well as attitudes and intentions. The findings enrich the literature of collaborative consumption by integrating theories of consumption value and consumer contamination. Furthermore, the results provide managerial implications for strategic communication of FRS to effectively reach consumers depending on their contamination concern.

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  • Baek, Eunsoo & Oh, Ga-Eun (Grace), 2021. "Diverse values of fashion rental service and contamination concern of consumers," Journal of Business Research, Elsevier, vol. 123(C), pages 165-175.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:165-175
    DOI: 10.1016/j.jbusres.2020.09.061
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    2. Ting Chi & Victoria Gonzalez & Justin Janke & Mya Phan & Weronika Wojdyla, 2023. "Unveiling the Soaring Trend of Fashion Rental Services: A U.S. Consumer Perspective," Sustainability, MDPI, vol. 15(19), pages 1-21, September.
    3. Sirkeci Kübra & Arıkan Esra, 2021. "The Infinite Wardrobe: Female Consumers’ Value Perceptions Regarding Collaborative Consumption of Apparel," South East European Journal of Economics and Business, Sciendo, vol. 16(2), pages 150-170, December.
    4. Elaine L. Ritch & Noreen Siddiqui, 2023. "Fashioning the Circular Economy with Disruptive Marketing Tactics Mimicking Fast Fashion’s Exploitation of Social Capital: A Case Study Exploring the Innovative Fashion Rental Business Model “Wardrobe," Sustainability, MDPI, vol. 15(19), pages 1-21, October.
    5. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    6. Hyejune Park & Min-Young Lee, 2022. "The Two-Sided Effect of the COVID-19 Pandemic on Online Apparel Renting," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    7. Cindy Helinski & Gerhard Schewe, 2022. "The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women," Sustainability, MDPI, vol. 14(15), pages 1-25, August.
    8. An Liu & Emily Baines & Lisbeth Ku, 2022. "Slow Fashion Is Positively Linked to Consumers’ Well-Being: Evidence from an Online Questionnaire Study in China," Sustainability, MDPI, vol. 14(21), pages 1-21, October.
    9. Serravalle, Francesca & Vannucci, Virginia & Pantano, Eleonora, 2022. "“Take it or leave it?†: Evidence on cultural differences affecting return behaviour for Gen Z," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    10. Kim, Woo Bin & Xie, Jiali & Choo, Ho Jung, 2023. "Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Amélia Maria Pinto Cunha Brandão & Hugo Eduardo Magalhães Barbedo, 2023. "Going (in)conspicuous: antecedents and moderators of luxury consumption," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 202-218, June.
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