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

Abstract

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.

Value co‐creation in the sharing economy: Revisiting the past to inform future

“…Instead, it stems from the narrowed focus on the accommodation and transportation sectors. To give an example of a future avenue in the fashion sector, a recent study by Jain et al (2023) shows that the absence of self-investment in shared apparel can lead to emotional disconnect, acting as a barrier to the adoption of shared apparel among Generation X. They propose involving customers in co-creation can overcome this barrier.…”

Holiday planning in Indian families: a dual path model linking family type and conflict resolution

“…Indian culture is unique in its values, norms, behaviours and customs (Jain and Bhatt, 2004). Culture is defined as “the collective programming of the mind which distinguishes the members of one group or category from those of another” (Hofstede, 2001).…”

“…Culture defines the society we are living. Researchers have developed different cultural aspects such as knowledge, communication, events, cuisines, customs and beliefs, and other artefacts, formulating a new society that is different from others (Jain and Bhatt, 2004). According to Schiffman and Kanuk (1997), culture defines “people's arrogance, assertiveness, attitudes, and activities” (Noorafshan et al , 2013).…”