Sustainability and Social Responsibility

Fashion Renting: An Exploratory Study of User and Non-User Behaviors

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Abstract

Fashion renting, a form of collaborative consumption, is an emerging sustainable business model that extends the product life cycle and minimizes waste garments. Fashion renting has been the topic of interest for multiple studies, and as a result, the current fashion discipline possesses a substantial understanding of the factors that encourage consumers to engage in fashion renting. However, a limitation is that relatively little attention has been placed on consumers who do not engage in fashion renting. This is an important gap in research, especially considering that understanding non-users of products or services often leads to valuable and distinct implications. Accordingly, the purpose of this study is to investigate both the user and non-user groups of fashion renting services to obtain a better understanding of the phenomenon. In this qualitative study, two focus group interviews were conducted for users and non-users of fashion renting services.

Keywords: consumption value theory, focus group, fashion renting

How to Cite:

Noe, H. & Hyun, J., (2020) “Fashion Renting: An Exploratory Study of User and Non-User Behaviors”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12210