Sustainability and Social Responsibility

A shift from traditional ownership to access-based consumption: Identifying Chinese consumers’ responses to fashion renting business

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Abstract

The objectives of this study are to 1) propose a conceptual model to explore Chinese consumers renting consumption behaviors; 2) determine motivational factors' effects on acquisition in renting; 3) examine psychological antecedents, such as perceived risks and attitude's effects on renting, and 4) provide suggestions for consumers and companies to respond to the upcoming trend of renting economy. The questionnaire was sent up in a Chinese online marketing research website. WeChat, a major Chinese social media platform, was used to recruit participants. Data cleaning yielded 322 usable samples. This study confirmed that the importance of hedonic social shopping motivation, attitude, and performance risk directly influence the intention to rent. Fashion retailers who concentrate on the access-based business model should guarantee excellent product maintenance. Stimulating a social shopping environment in the online/offline platforms would encourage consumers’ engagement in renting. Achievement and social shopping motivation have positive weight on attitude to rent. This finding infers that consumers' attitude towards clothing renting can be positively influenced by if companies provide the right targeted and suitable products and services.

How to Cite:

Zhang, R. & Lang, C., (2018) “A shift from traditional ownership to access-based consumption: Identifying Chinese consumers’ responses to fashion renting business”, International Textile and Apparel Association Annual Conference Proceedings 75(1).