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Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers

Author

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  • Lindsay McCoy

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Yuan-Ting Wang

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Ting Chi

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

Abstract

Apparel rental, also known as collaborative apparel consumption, has created an innovative and popular business model, providing consumers with the ability to focus on using their products instead of ownership. Recent surveys show that sustainability is driving demand and customer loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the emerging popularity of apparel rental services among Gen Z consumers who are becoming a major driving force for retail growth and the sustainability movement, this study aimed to identify the factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible responses were gathered via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership, need for uniqueness, and their intention to use apparel rental services. The proposed research model exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use intention toward apparel rental services.

Suggested Citation

  • Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8360-:d:602167
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    Cited by:

    1. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    2. Canova, Luciano & Paladino, Giovanna, 2022. "How personality traits affect the way Gen Z faces economic and environmental sustainability: an econometric investigation," MPRA Paper 111889, University Library of Munich, Germany.
    3. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    4. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    5. Jianfang Liang & Jingjun Li & Qinyuan Lei, 2022. "Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z," Sustainability, MDPI, vol. 14(19), pages 1-26, October.
    6. Xingqiu Lou & Ting Chi & Justin Janke & Gianna Desch, 2022. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    7. 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.
    8. Hyo Jung (Julie) Chang & Nasir Rakib & Jaehan Min, 2023. "An Exploration of Transformative Learning Applied to the Triple Bottom Line of Sustainability for Fashion Consumers," Sustainability, MDPI, vol. 15(12), pages 1-14, June.
    9. Canova, Luciano & Paladino, Giovanna, 2023. "Gen Z, Personality Traits and Sustainability Awareness: An Econometric Investigation," MPRA Paper 115960, University Library of Munich, Germany.
    10. Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    11. 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.
    12. Isabel Palomo-Domínguez & Rodrigo Elías-Zambrano & Víctor Álvarez-Rodríguez, 2023. "Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    13. Ying Wang & Zengrui Xiao, 2022. "The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    14. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    15. Binbin Xu & Qing Chen & Bailu Fu & Rong Zheng & Jintu Fan, 2022. "Current Situation and Construction of Recycling System in China for Post-Consumer Textile Waste," Sustainability, MDPI, vol. 14(24), pages 1-17, December.
    16. Lindsay McCoy & Ting Chi, 2022. "Collaborative Consumption: A Study of Sustainability Presentation in Fashion Rental Platforms," Sustainability, MDPI, vol. 14(14), pages 1-25, July.

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