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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, Open Access Journal, 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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    References listed on IDEAS

    as
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    More about this item

    Keywords

    online fashion renting; collaborative consumption; environmental awareness; relative advantage; motives;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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