Investigating drivers and barriers model towards a circular economy from a consumer's perspective: A case of study of online fashion rentals

Abstract

Understanding how consumers see online fashion rental services is crucial given the expansion of access-based consumption firms. To do this, customers throughout Europe provided a total of 250 sample surveys. To evaluate each measurement model, multiple regression analyses were conducted. A structural path analysis was then used to confirm the links that had been postulated. By evaluating their opinions on its relative advantage, perceived compatibility, psychological ownership, and ecological importance, consumers' attitudes toward online fashion rentals were ascertained. Online fashion rental platforms are recommended to design tactics to engage customers in this activity and to promote peer referrals. This study provides information on the influencing drivers and barriers that affect customers' attitudes toward online fashion renting, allowing for the development of effective business strategies to increase consumer participation and grow the online fashion rental industry.