Motivators of Circular Fashion: The Antecedents of Chinese Consumers’ Fashion Renting Intentions

Abstract

This study investigates how intrinsic (i.e., shopping values, frugality, and perceived enjoyment) and extrinsic factors (i.e., perceived risks) influence Chinese consumers’ intentions regarding fashion renting. A quantitative study was conducted with data collected from a Chinese online research platform named Wenjuanxing. Data cleaning generated 322 valid samples out of 354 returned responses. Both SPSS 23.0 and Mplus 7 were used for data analysis. The hypotheses were tested through a structural equation model (SEM). The results theoretically confirm and expand the knowledge regarding what conceptual constructs impel or restrain consumers’ renting behaviors. The positive influences of frugality, perceived enjoyment, and attitude regarding fashion renting intention are also confirmed. The statistics also indicate the negative influences of perceived social risk on attitude and perceived enjoyment. This study aims to investigate both the motivations and barriers to fashion renting intention among Chinese consumers. It echoes the current rising research demand of investigating consumers’ responses to circular fashion, specifically fashion renting. The results of this study are expected to shed light on the understanding of Chinese consumers’ renting intentions, which could help to improve the efficiency of marketing strategies of fashion rental businesses and increase fashion circulation.