Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach

Ruan, Yanwen; Xu, Yingjiao; Lee, Hanna

doi:10.3390/su14127475

Cited by 15 publications

(17 citation statements)

References 89 publications

(193 reference statements)

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“…Lang and Armstrong, 2018a) and others detecting a positive one (e.g. Ruan et al , 2022). Following the study of Shao et al (2019), we supposed that consumers with high levels of need for distinctiveness desire to express their self-identity through unique products.…”

Section: Background and Hypotheses Developmentmentioning

confidence: 99%

Promoting access-based consumption practices through fashion renting: evidence from Italy

Savelli,

Francioni,

Curina

et al. 2024

JCM

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Purpose The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach. Design/methodology/approach Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling. Findings The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR. Practical implications The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one. Originality/value The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.

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Section: Background and Hypotheses Developmentmentioning

confidence: 99%

Promoting access-based consumption practices through fashion renting: evidence from Italy

Savelli,

Francioni,

Curina

et al. 2024

JCM

View full text Add to dashboard Cite

show abstract

“…Prior studies in the context of influential motivations and barriers to fashion rentals are illustrated in Table 1. Aspects such as affordability (Park & Lee, 2022; Ruan et al, 2022), showing possessions in social settings (Jain & Mishra, 2019; Mishra et al, 2022), self‐expression (McNeill & Venter, 2019), desire to differentiate (Lang & Armstrong, 2018; Ruan et al, 2022), trial of new styles (Bodenheimer et al, 2022; Park & Lee, 2022), environmental friendliness (Bodenheimer et al, 2022; Ruan et al, 2022), convenience (Park & Lee, 2022), smarter shopping (Ruan et al, 2022), product life extension (Pantano & Stylos, 2020), wide variety (Lee et al, 2021), user‐friendly digital platforms (Lang et al, 2020; Park & Armstrong, 2019), rental business proficiency, trust in the rental firm, personal data protection (Fota et al, 2019), a sense of fun (Ruan et al, 2022; Baek et al, 2021), creativity and change (Park & Lee, 2022), ego defence (Ruan et al, 2022), novelty and quality preferences (Helinski & Schewe, 2022), wardrobe transformation (Neerattiparambil, 2020), fashion leadership, social media usage, price consciousness (Myin et al, 2022), perceived consumer effectiveness, perceived individual relevance (Chi et al, 2023), quality service (Krishnakumar, 2023), fit, and occasion aptness (McKinney & Shin, 2016) are perceived motivations to renting fashion.…”

Section: Literature Reviewmentioning

confidence: 99%

Gen Xers: Perceived barriers and motivators to fashion renting from the Indian cultural context

Jain

Singh

Jain³

et al. 2023

J of Consumer Behaviour

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Recently, the thought processes of consumers are evolving universally, making them reflective of the detrimental ecological footprints owing to excessive fashion consumption at a personal level. Consequently, they are increasingly thinking about accessing alternative, sustainable modes of consuming fashion. Furthermore, this transition is being witnessed across the generations and is not confined to any one generation. The current study pertains to the recent shift of “Generation X" towards fashion rentals. However, Gen X is considered less experimental, more conservative, and therefore less lucrative. To this end, the current study explores the barriers to Gen X's adoption of fashion rental and suggests motivations to promote it. It employs an interpretive qualitative research paradigm, obtains data from 32 Gen X fashion consumers via semi‐structured interviews, analyses the data using thematic analysis, and uses the theory of psychological ownership and the Hofstede cultural dimensions as an underpinning framework. Results indicate the emergence of six themes representing barriers, including loss of efficacy and effectance, loss of self‐identity and extended self, temporariness, environmental unsustainability, personal hygiene behaviour, and lifestyle. Similarly, motivations included three themes: long‐term subscriptions; transparency and assurances; and personalisation and storytelling. This implies that fashion rental firms need to embrace transparency and empower consumers through co‐creation, long‐term rental subscriptions, and the possibilities of possession. Further, the paper contributes to the identification of new dimensions, including a lack of nostalgia, risk avoidance, personal hygiene, an absence of personalisation, a dearth of education, emotional detachment, and voluntary simplicity in lifestyle. It also suggests future research.

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“…In Finland, researchers found that rental service-systems are best suited for young-consumer, because of its experiential, innovative and social characteristics (Armstrong et al, 2015). Additionally, some researchers focused on the luxury fashion segment within online rentals (Ruan and Xu, 2018;Mishra et al, 2021) or baby clothes (Petersen and Riisberg, 2017).…”

Section: The Current State Of Research On Consumer Attitude Toward Re...mentioning

confidence: 99%

Young German consumers’ perspectives of rental fashion platforms

Westerberg

Martinez

2023

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Purpose This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation. Design/methodology/approach This qualitative study was conducted through 24 in-depth semi-structured interviews with young female and male German consumers out of Gen Y and Z. The analysis of the data was supported by the software NVivo. Findings Results indicate that young German consumers value renting clothes for occasions, to frequently change up their wardrobe, out of sustainability aspects and because of efficiency and convenience reasons. However, an entry barrier to the use of rental platforms still persists through a lack of awareness and information, as well as price and high demand issues. Research limitations/implications As the interview’s focus group was set to young German consumers, a generalization of the findings to consumers from other countries or out of other generations might be limited. Practical implications Managers first need to lower the currently existing entry barrier that prevents many consumers from renting fashion online by raising their awareness and providing them with sufficient information about the platform’s processes as well as their terms and conditions. Originality/value This research intends to better understand young German consumers’ attitude toward rental fashion platforms and why renting fashion has not yet achieved more success among them.The results first give managers helpful insights for implementing successful marketing strategies by focusing on spreading awareness among young German adults to stem current entry barriers. Second, these results serve as a basis for future quantitative research that deepens the understanding of the correlation of current findings with other variables (e.g. age, the importance of material possessions in consumers’ lives).

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Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach

Cited by 15 publications

References 89 publications

Promoting access-based consumption practices through fashion renting: evidence from Italy

Promoting access-based consumption practices through fashion renting: evidence from Italy

Gen Xers: Perceived barriers and motivators to fashion renting from the Indian cultural context

Young German consumers’ perspectives of rental fashion platforms

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