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

Abstract

AbstractRecently, 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.