Sustainability and Social Responsibility

I Feel Like It’s Mine: The Role of Psychological Ownership in Connecting the Perceived Value of Sharing to Sustainable Fashion Service Adoption

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Abstract

The purpose of the present research is two-fold. First, it aimed to examine whether consumers who already use a fashion subscription service are more inclined to engage in actual sustainable consumption behavior (Study 1). Second, it sought to develop an adoption model of fashion subscription services, grounded in perceived value theory with an emphasis on the role of psychological ownership (Study 2). The results from Study 1 demonstrated that consumers who have adopted fashion subscription services are more likely to engage in sustainable consumption of fashion. Study 2 confirmed psychological ownership as a significant mediator that links perceived value of sharing to expected benefits from the service, including material consumption reduction and substitutive value, and in turn, to the service adoption intention.

Keywords: Sustainable Fashion, Psychological Ownership, Sharing, Subscription

How to Cite:

Kang, J., Bissenbina, A. & Faria, A. A., (2022) “I Feel Like It’s Mine: The Role of Psychological Ownership in Connecting the Perceived Value of Sharing to Sustainable Fashion Service Adoption”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15997