Abstract
AbstractFashion, acknowledged as among the most polluting industries, is responsible for excessive production and consumption, necessitating a reevaluation and transformation of current strategies by adopting more sustainable ones. The emergence of fashion subscription services (FSSs) has the potential to mitigate the industry's unsustainability. However, it is empirically unknown whether FSSs contribute to sustainable consumption and, if so, how their slow adoption can be addressed. This research: (a) examined whether consumers who already use FSSs are more engaged in pro‐environmental behaviors (Study 1), and (b) developed and tested an adoption model with a strong underscore on the mediating role of psychological ownership (Study 2). The results revealed that those who subscribe to such services display sustainable consumption behaviors, and psychological ownership acted as a critical mediator facilitating service adoption intentions. This research offers empirical evidence to support the theoretical premise of the service's positive impact on environmental sustainability and a strategic direction to accelerate its market penetration.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
