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Exploring the Motives for Online Fashion Renting: Insights from Social Retailing to Sustainability

Author

Listed:
  • Stacy H. Lee

    (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

  • Ran Huang

    (Eskenazi School of Art, Architecture + Design, Indiana University, Bloomington, IN 47405, USA)

Abstract

Despite the exponential growth of collaborative consumption practices, online fashion renting, an important type of collaborative fashion consumption, is still underexplored. Drawing on the theories of Reasoned Action (TRA) and Innovation Diffusion, we developed a holistic research framework to explore the motives for online fashion renting. By analyzing a total of 300 usable responses collected by a research market company using structure equation modeling (SEM), we found that attitudes and subjective norms positively influenced consumers’ intentions to engage with online fashion rental services. Moreover, we found that environmental awareness also had a significant influence on attitudes toward fashion renting through online platforms, and that relative advantage, amplified by personal innovativeness and fashion consciousness, also positively influenced consumers’ attitudes toward online fashion renting. Interestingly, price consciousness did not contribute to relative advantage.

Suggested Citation

  • Stacy H. Lee & Ran Huang, 2020. "Exploring the Motives for Online Fashion Renting: Insights from Social Retailing to Sustainability," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7610-:d:413980
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    Cited by:

    1. Khoa Tran & Tuyet Nguyen & Yen Tran & Anh Nguyen & Khang Luu & Y Nguyen, 2022. "Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior," PLOS ONE, Public Library of Science, vol. 17(8), pages 1-22, August.
    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. Stefano Abbate & Piera Centobelli & Roberto Cerchione & Simon Peter Nadeem & Emanuela Riccio, 2024. "Sustainability trends and gaps in the textile, apparel and fashion industries," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(2), pages 2837-2864, February.
    4. Rese, Alexandra & Baier, Daniel, 2025. "Rental clothing box subscription: The importance of sustainable fashion labels," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
    5. Ciara Gyde & Lisa S. McNeill, 2021. "Fashion Rental: Smart Business or Ethical Folly?," Sustainability, MDPI, vol. 13(16), pages 1-18, August.
    6. Andreea-Ionela Puiu & Rodica Ianole-Călin & Elena Druică, 2023. "Exploring the Consumer Acceptance of Nano Clothing Using a PLS-SEM Analysis," Stats, MDPI, vol. 6(4), pages 1-19, October.
    7. Jain, Ritu & Jain, Kokil & Behl, Abhishek & Pereira, Vijay & Del Giudice, Manlio & Vrontis, Demetris, 2022. "Mainstreaming fashion rental consumption: A systematic and thematic review of literature," Journal of Business Research, Elsevier, vol. 139(C), pages 1525-1539.
    8. Yanwen Ruan & Yingjiao Xu & Hanna Lee, 2022. "Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    9. 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.
    10. Jiyun Kang & Assemgul Bissenbina & Amy A. Faria & Jisu Jang, 2024. "Psychological ownership rather than material consumption: Can fashion firms' new subscription services become an environmentally sustainable business strategy?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 1592-1609, March.
    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. Virginia Fani & Fabiana Pirola & Bianca Bindi & Romeo Bandinelli & Giuditta Pezzotta, 2022. "Design Product-Service Systems by Using a Hybrid Approach: The Fashion Renting Business Model," Sustainability, MDPI, vol. 14(9), pages 1-16, April.
    13. Julia Koch & Britta Frommeyer & Gerhard Schewe, 2020. "Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis," Sustainability, MDPI, vol. 12(24), pages 1-20, December.

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