Exploring the determinants of fashion clothing rental consumption among young Indians using the extended theory of reasoned action
Devkant Kala,
Dhani Shanker Chaubey
Abstract:Purpose
This study aims to explore the influence of external factors and the characteristics of young Indian consumers on their behavioral intention toward fashion clothing rental (FCR), using the theory of reasoned action (TRA) as a theoretical framework.
Design/methodology/approach
This study used quantitative research methods, collecting data from 396 Indian participants, and tested the proposed hypotheses using PLS-structural equation modeling.
Findings
The results indicated that young Indian consumers… Show more
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