Consumer Behavior

Understanding Chinese Young Consumers’ Acceptance of Clothing Subscription Rental Services

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Abstract

Apparel industry is infamous for having a negative impact on the environment due to water use and pollution emission in production. Rather than buying new ones, clothing rental provides an opportunity to reuse fashion products multiple times and great environmental benefits (Lang et al., 2020). Clothing subscription rental services becoming popular and grow rapidly, with China’s clothing subscription rental market could grow to $2.5 billion by 2023 (Chan, 2020). Although a few recent studies (i.e., Lang et al., 2019) examined consumer’s fashion renting intention, the impacts of consumer traits on attitude toward clothing subscription rental have yet to be examined. Thus, our study aims to fill the literature gap and contributes to the apparel consumption literature on clothing subscription rental service among Chinese consumers. Specifically, the purpose of our study is to identify the impacts of consumer traits on Chinese consumer’s intention to use clothing subscription rental service.

Keywords: subscription rental service, apparel consumer behavior, Chinese young consumer

How to Cite:

Wu, H. J., Myin, M. A., Shen, H. & Su, J., (2022) “Understanding Chinese Young Consumers’ Acceptance of Clothing Subscription Rental Services”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13583