Luxury fashion consumption in sharing economy: A study of Indian millennials

Jain, Sheetal; Mishra, Sita

doi:10.1080/20932685.2019.1709097

Cited by 91 publications

(90 citation statements)

References 57 publications

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“…Consistent with the findings of Park and Joyner Armstrong (2019), economic motives were found to be a prevalent motive with regard to sharing closets. This, however, was not the case in several studies (Jain & Mishra, 2020;Lang, 2018;Netter & Pedersen, 2019) as they found economic motives to be the least important motivator. For economic motives, the most highlighted sub-theme in our study was "affordable access."…”

Section: Theoretical Implicationsmentioning

confidence: 86%

“…Need for uniqueness (e.g., I often look for one-of-a-kind products or brands so that I create a style that is all my own, I often try to find a more interesting version of ordinary products because I enjoy being original, I am often on the lookout for new products or brands that will add to my personal uniqueness) 2019), hedonic (Armstrong et al, 2015(Armstrong et al, , 2016Becker-Leifhold & Iran, 2018;Netter & Pedersen, 2019), utilitarian (Armstrong et al, 2015;Becker-Leifhold & Iran, 2018;Park & Joyner Armstrong, 2019), economic (Armstrong et al, 2015(Armstrong et al, , 2016Camacho-Otero et al, 2019;Lang, 2018;Netter & Pedersen, 2019;Pantano & Stylos, 2020;Park & Joyner Armstrong, 2019), biospheric (Armstrong et al, 2015(Armstrong et al, , 2016Becker-Leifhold & Iran, 2018;Pantano & Stylos, 2020), fashionability (Armstrong et al, 2015;Lang & Joyner Armstrong, 2018b), and social (Armstrong et al, 2016;Jain & Mishra, 2020;Pantano & Stylos, 2020) motives, the context of these studies appear to be only providing preliminary insights. Most of the studies done in this area have either used data from women who are highly interested in fashion products (e.g., Armstrong et al, 2015Armstrong et al, , 2016, have used data from hypothetical scenarios and case studies (e.g., Camacho-Otero et al, 2019), or have used consumer panel data which were purchased from an online research company (e.g., Lang, 2018;Lang & Joyner Armstrong, 2018b).…”

Section: Motivations To Use Closet Sharingmentioning

confidence: 99%

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Luxury for Hire: Motivations to Use Closet Sharing

Vincent

Gaur

2021

Australasian Marketing Journal

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This article investigates consumers’ motives for using closet sharing services to satisfy their desire for luxury fashion brands. A thematic analytic procedure is carried out in six phases. Qualitative data in the form of testimonials from both renters and lenders were collected from Style Lend’s blog, also known as “The Style Lend Insider.” Findings indicate that there are eight main categories of motives for sharing closets. These motives are fashion innovativeness, hedonic experience, economic, sustainability, utilitarian, social, need for uniqueness, and no burden of ownership. Our study also provides theoretical and practical insights into relevant stakeholders related to the collaborative fashion consumption of luxury brands.

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Section: Theoretical Implicationsmentioning

confidence: 86%

Section: Motivations To Use Closet Sharingmentioning

confidence: 99%

Luxury for Hire: Motivations to Use Closet Sharing

Vincent

Gaur

2021

Australasian Marketing Journal

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“…Recognized by Thompson and Haytko (1997), a person's clothing preferences perform as an attribution that reflects individualistic image over than of the exposed body. Such associations is further strengthened following increased studies conducted towards understanding the primary purpose of apparel consumptions among millennials (Fu and Liang, 2019;Jain and Mishra, 2020).…”

Section: Introductionmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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“…Today organizations are looking at the millennials for the consumption of luxury fashion products due to high demand by this segment. Much remains unknown about the attitude of the millennials toward luxury consumption in a sharing economy (Jain & Mishra, 2020). Therefore, it is important for companies to explore the consumption behavior of millennials toward luxury fashion on rent.…”

Section: Discussionmentioning

confidence: 99%

“…As past sustainable experience affects the attitude toward luxury fashion rental consumption; hence, to attain long‐term sustainable advantage, marketers should create strategies to promote sustainable lifestyle among millennial consumers through rental consumption. Marketers need to encourage the rental of luxury fashion goods as a means to enhance social and personal recognition in society (Jain & Mishra, 2020). There is a need for marketers to prudently redesign their current strategies to reduce the risk associated with luxury rental goods and enhance consumer reassurance for both markets.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Luxury rental purchase intention among millennials—A cross‐national study

Jain

Jham²

2020

Thunderbird Intl Bus Rev

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In the last few years, a radical shift has been observed in luxury consumption behavior, particularly in millennials who are increasingly inclined toward sustainability. There has been a tremendous rise in demand for services providing a non‐ownership model of consumption. However, hardly any study has focused on exploring the consumption behavior of the millennials for luxury fashion goods in the context of sharing economy. Hence, this research aims to examine the key drivers that affect millennials attitude and purchase intention of luxury fashion on rent. Data were collected via mall‐intercept questionnaire survey method from millennials in India and United Arab Emirates (UAE) who aspired to consume luxury fashion goods on rental basis. Statistical tests, including confirmatory factor analysis, multi‐group analysis, and structural equation modeling, were applied for data analysis. Furthermore, an integrated conceptual model based on self‐determination theory and theory of reasoned action is proposed to examine the key driving motivators that affect millennials' attitude and purchase intention of luxury fashion on rent in the UAE and India. The results reveal that significant differences exist across the nations. Experience value and identity projection value had a higher impact on UAE citizens than Indians. The current study is a pioneer study that attempted to understand the young consumer's attitude and purchase intention for luxury fashion rental consumption and examine differences and similarities of millennials across nations.

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Luxury fashion consumption in sharing economy: A study of Indian millennials

Cited by 91 publications

References 57 publications

Luxury for Hire: Motivations to Use Closet Sharing

Luxury for Hire: Motivations to Use Closet Sharing

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Luxury rental purchase intention among millennials—A cross‐national study

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