The intersection of fashion and sustainability: exploring consumer motivations and behaviour in fashion rental markets for greener future

The growing concern over environmental sustainability has led to the emergence of innovative consumption models, such as fashion rental services, which promote reuse and reduce waste in the fashion industry. These models encourage reuse and cut down on waste in the fashion sector. With an emphasis on increasing sustainability, this study intends to investigate the important factors of rental consumption behaviour. By integrating fuzzy logic with the DEMATEL approach, this study captures the complexity and ambiguity inherent in consumer attitudes towards fashion rentals. The study determines and examines the connections between important elements impacting customer choices. The results demonstrate that social influence, flexibility and convenience, sustainability, luxury newcomers and cost consciousness are the main reasons for increasing trend of rental fashion. The findings underscore the importance of addressing these factors to enhance consumer participation in sustainable fashion practices. This study contributes to the literature on sustainable fashion by providing a robust analytical framework that guides stakeholders in developing strategies to foster greater acceptance of fashion rental markets. Fashion marketers gain from rental consumption since it gives them access to new consumer categories, particularly those looking for reasonably priced luxury or premium brands.