IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i6p4926-d1092957.html
   My bibliography  Save this article

Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability

Author

Listed:
  • Ting Chi

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

  • Olabisi Adesanya

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

  • Hang Liu

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

  • Rebecca Anderson

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

  • Zihui Zhao

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

Abstract

Apparel rental service is a business model that is becoming increasingly popular in recent years as consumers become more conscious of their environmental impact and look for ways to reduce waste and save money. However, our knowledge on this changing consumer behavior is scant. To address the gap in the literature, this study aimed to identify the determinants driving U.S. consumers’ intention to use apparel rental services. Building on the Theory of Planned Behavior (TPB), a research model was proposed. The primary data were gathered by an online survey of U.S. consumers through Qualtrics. A total of 338 eligible responses were obtained for data analysis and hypothesis testing. The results show that attitude, subjective norms, perceived consumer effectiveness, environmental knowledge, perceived personal relevance, and past environmental behavior significantly influence U.S. consumers’ intention to adopt apparel rental services. In addition, attitude plays a partial mediating role in the effects of environmental knowledge and perceived personal relevance on U.S. consumers’ intent to use apparel rental services. The demographic variables including age, gender, education level, and income level do not significantly influence U.S. consumer intention to rent apparel. The proposed research model exhibits a high explanatory power, collectively accounting for 74.7% of the variance in U.S. consumers’ intention to adopt apparel rental services.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:4926-:d:1092957
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/6/4926/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/6/4926/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kumar, Anil & Prakash, Gyan & Kumar, Gaurav, 2021. "Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Roos, Daniel & Hahn, Rüdiger, 2017. "Does shared consumption affect consumers' values, attitudes, and norms? A panel study," Journal of Business Research, Elsevier, vol. 77(C), pages 113-123.
    3. Ting Chi & Jenisha Gerard & Alison Dephillips & Hang Liu & Jing Sun, 2019. "Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    4. Cho, Yoon-Na & Thyroff, Anastasia & Rapert, Molly I. & Park, Seong-Yeon & Lee, Hyun Ju, 2013. "To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior," Journal of Business Research, Elsevier, vol. 66(8), pages 1052-1059.
    5. Mariadoss, Babu John & Chi, Ting & Tansuhaj, Patriya & Pomirleanu, Nadia, 2016. "Influences of Firm Orientations on Sustainable Supply Chain Management," Journal of Business Research, Elsevier, vol. 69(9), pages 3406-3414.
    6. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    7. Celsi, Richard L. & Chow, Simeon & Olson, Jerry C. & Walker, Beth A., 1992. "The construct validity of intrinsic sources of personal relevance: An intra-individual source of felt involvement," Journal of Business Research, Elsevier, vol. 25(2), pages 165-185, September.
    8. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
    9. Chi, Ting & Sun, Yao, 2013. "Development of firm export market oriented behavior: Evidence from an emerging economy," International Business Review, Elsevier, vol. 22(1), pages 339-350.
    10. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    11. 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.
    12. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    13. 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.
    14. 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.
    15. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    16. Belk, Russell, 2014. "You are what you can access: Sharing and collaborative consumption online," Journal of Business Research, Elsevier, vol. 67(8), pages 1595-1600.
    17. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    18. Loi Wai Yee & Siti Hasnah Hassan & T. Ramayah, 2016. "Sustainability and Philanthropic Awareness in Clothing Disposal Behavior Among Young Malaysian Consumers," SAGE Open, , vol. 6(1), pages 21582440156, January.
    19. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. 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.
    3. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.
    4. Ting Chi & Jenisha Gerard & Alison Dephillips & Hang Liu & Jing Sun, 2019. "Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    5. 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.
    6. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    7. Ni, Shaowen, 2021. "Collaborative consumption in China: An empirical investigation of its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    9. 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.
    10. 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.
    11. Swagata Chakraborty & Amrut Sadachar, 2023. "Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S," Sustainability, MDPI, vol. 15(9), pages 1-17, April.
    12. Alsaad, Abdallah Khalaf, 2021. "Ethical judgment, subjective norms, and ethical consumption: The moderating role of moral certainty," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    13. 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.
    14. 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.
    15. Lutz, Christoph & Newlands, Gemma, 2018. "Consumer segmentation within the sharing economy: The case of Airbnb," Journal of Business Research, Elsevier, vol. 88(C), pages 187-196.
    16. José Roberto Frega & Alex Antonio Ferraresi & Carlos Olavo Quandt & Claudimar Pereira da Veiga, 2018. "Relationships Among Knowledge Management, Organisational Innovativeness and Performance: Covariance-Based Versus Partial Least-Squares Structural Equation Modelling," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1-19, March.
    17. Youn Kue Na & Sungmin Kang & Hye Yeon Jeong, 2019. "The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage," Sustainability, MDPI, vol. 11(3), pages 1-19, January.
    18. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    19. Stephan M. Liozu, 2021. "The adoption of pricing from an organizational perspective and its impact on relative firm performance," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(4), pages 390-402, August.
    20. Chen, Yen-Chun & Lin, Ya-Hui & Li, Po-Chien & Chen, Chung-Jen, 2022. "Understanding the interplay between competitor and alliance orientations in product innovativeness: An integrative framework," Technological Forecasting and Social Change, Elsevier, vol. 175(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:4926-:d:1092957. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.