Perceived risks and enjoyment of access-based consumption: identifying barriers and motivations to fashion renting

Abstract

Over-consumption has been identified as one of the major challenges facing sustainability in the fashion industry (Armstrong et al. 2015). Consumers keep purchasing fashion items more than is needed, which generate more wastes. This is especially true with the rising popularity of fast fashion. Consumers are now able to purchase more fashion products that are being used for a shorter period at a relatively lower cost. Although the fast fashion strategy makes it easier for consumers to purchase apparel products with a higher frequency, it also creates pressure for some consumers to follow the fast-changing trends. Because of trying to keep pace with the ever-changing fast fashion trends, many consumers continuously purchase the latest fashion products, which may exceed their needs or even their financial capacity and suffer ownership burdens.

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

“…This result was somewhat expected due to the findings in previous literature [23]. It is because consumers mainly focus on the fun and enjoyment they experience from shopping, whereas the price rarely impacts on determining consumers' intentions to try fashion renting [79]. On the other hand, consumers who were sensitive to pricing did not consider that online fashion renting services could provide financial benefits to their consumption behavior.…”

Convert one outfit to more looks: factors influencing young female college consumers’ intention to purchase transformable apparel

“…For instance, Johnson et al (2016) have confirmed that attitude positively influences consumers' intention to participate in collaborative consumption. Lang (2018) found positive effects of attitude on consumers' intention to participate in fashion renting as well. In addition, attitude also positively influences the purchase intention of customized apparel products (Lang et al 2018).…”

Diverse values of fashion rental service and contamination concern of consumers

“…Second, this study is the first to explore the moderating role of contamination concern in the context of shared consumption, including FRS. Although scholars recognized contamination concern as a barrier to shared consumption ( Becker-Leifhold and Iran, 2018 , Lang, 2018 ), they concentrated on examining a negative relationship between contamination and acceptance of products (e.g., Argo et al, 2006 , Xu et al, 2014 ). The present study advances the existing literature, which simply focuses on how to reduce the negative impact of contamination concern of access-based consumption ( Hazée et al, 2019 ).…”

“…Measures of adoption intentions and attitudes were taken from Park and Joyner Armstrong (2019a) (e.g., “The likelihood I would use the rental service is high” for adoption intentions, and “I found the rental service is unfavorable/favorable” for attitudes). Functional value was measured with four items ( Lee & Chow, 2020 ); economic value with five items ( Guiot & Roux, 2010 ); green value with three items ( Lee & Chow, 2020 ); social value with three items ( Wang et al, 2018 ); and emotional value adopted from a five-item enjoyment scale ( Lang, 2018 ). Since our model treats economic value separately, one item (“Renting clothing online would enable me to get the apparel I want more cheaply”) was deleted from the functional value construct as it may overlap with economic value.…”

“…CC research finds that attitudes shaped by perceptions of the service influence behavioral intentions (e.g., Hamari et al, 2016 ). Positive links between attitudes and behavioral intentions are also observed specifically in rental contexts (e.g., Becker-Leifhold, 2018 , Lang, 2018 , Lang et al, 2019 , Lee and Chow, 2020 ). Based on multiple studies that examine the positive link between attitudes and behavioral intentions ( Yang and Jolly, 2009 , Yu and Lee, 2019 ), the following hypothesis is developed.…”