Sustainability and Social Responsibility

Can Explicitly-Stated Environmental Benefits Alleviate the Effects of Consumers’ Concerns on Ambivalence and Hesitation Toward the Fashion Sharing Economy?

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Abstract

This study comprehensively examines the mechanism underlying consumer hesitation in engaging in fashion subscription services, shedding light on the role of a retailer’s communications regarding the environmental benefits of the service in alleviating the effects of consumers’ hesitation. Data were collected through an online experiment with more than 1,000 US consumers, and the results of multi-group structural equation modeling suggest that when consumers are clearly informed that the service positively impacts the environment, the effects of their concerns on ambivalence and hesitation can be weakened. The results further provide retailers with insights into what to prioritize and how to tailor the service itself to address consumers’ concerns and better communicate about the service with consumers.

Keywords: fashion subscription service, sharing economy, environmental benefit

How to Cite:

Kang, J., (2022) “Can Explicitly-Stated Environmental Benefits Alleviate the Effects of Consumers’ Concerns on Ambivalence and Hesitation Toward the Fashion Sharing Economy?”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13297