An Investigation of Circular Fashion: Antecedents of Consumer Willingness to Rent Clothes Online

Abstract

Circular fashion has gained attention among practitioners and academics. We further contribute to this debate by investigating leasing in the context of rented online clothing in greater depth. First, we conduct a qualitative study and identify several themes important to individuals when renting clothing online. The findings are as follows: social representation, green value, familiarity and innovativeness. Several categories emerged from the interviews with the respondents in relation to social representation: use of technology, feeling good when renting clothing online and renting clothing online as a necessity. Familiarity factors relate to circular fashion’s role in reducing perceived risks associated with a relatively new service in the market. Green value perceptions have emerged among respondents that reflect a growing environmental consciousness. Second, based on the initial qualitative findings, we introduce an ad-hoc theoretical model and put forward propositions. Our theoretical model emphasises the role of four antecedents (i.e., social representation, green value, familiarity and innovativeness) when influencing consumer willingness to rent clothing online and a shift towards circular consumption. We develop theoretical propositions and provide recommendations to marketing managers and public policy makers regarding how to encourage a change towards circular consumption behaviour among individuals.