Sustainability and Social Responsibility

Exploring the Influencing Role of Expectancy Values on Online Apparel Rental: The Moderating Effect of Need for Uniqueness

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Abstract

Current consumption has been characterized by overconsumption and throwaway culture which is greatly unsustainable (Piscicelli et al., 2015). As an alternative way of consumption to overcome the current situation, renting products has received great attention (Piscicelli et al., 2015). Existing studies are limited to exploring consumers' attitudes toward participating in online renting (Adam et al., 2018). Expectancy values have been regarded as "perceived probability that an object possesses a particular attribute or a behavior" (Lee & Chow, 2020, p. 3). Therefore, the purpose of the study was to examine the role of expectancy values in online apparel rental within the Theory of Reasoned Action (TRA), considering a moderating effect of need for uniqueness (Nfu). A survey was conducted with university students and the data was analyzed using CFA and SEM. Results showed expectancy values more prominently lead to positive attitudes toward online apparel rental among consumers with a high Nfu. 

Keywords: expectancy values, need for uniqueness, apparel rental, collaborative consumption

How to Cite:

Rose, R. L., Seo, S., Myin, M. A., Brathwaite, C. & Watchravesringkan, K., (2020) “Exploring the Influencing Role of Expectancy Values on Online Apparel Rental: The Moderating Effect of Need for Uniqueness”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12142