2024
DOI: 10.1108/jpbm-09-2023-4732
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How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling

Jiyun Kang,
Catherine Johnson,
Wookjae Heo
et al.

Abstract: Purpose Although a fashion subscription offers significant environmental benefits by transforming physical products into shared services, most customers are reluctant to adopt it. This hesitation, exacerbated by poor communication from brands that primarily emphasize its personal benefits, hinders its sustainable growth. This study aims to examine specifically which concerns increase hesitation, and the role of explicitly informing consumers about the service’s environmental benefits in mitigating the impact o… Show more

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