Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability

Apparel rental service is a business model that becoming increasingly popular in recent years as consumers become more conscious of their environmental impact and look for ways to reduce waste save money. However, our knowledge on this changing consumer behavior scant. To address the gap literature, study aimed identify determinants driving U.S. consumers’ intention use apparel services. Building Theory Planned Behavior (TPB), research was proposed. The primary data were gathered by an online survey through Qualtrics. A total 338 eligible responses obtained analysis hypothesis testing. results show attitude, subjective norms, perceived effectiveness, knowledge, personal relevance, past significantly influence adopt In addition, attitude plays partial mediating role effects relevance intent demographic variables including age, gender, education level, income level do not rent apparel. proposed exhibits high explanatory power, collectively accounting 74.7% variance