Keywords
Fashion Flexibility
Environment Concern
Digital Transformation
How to Cite
Abstract
Fashion consumption is undergoing a shift as more consumers embrace rental over ownership. This cross-cultural study examines the socio-economic determinants of rental apparel platform adoption across different cultural settings, recognizing that this concept is perceived differently based on cultural backgrounds. The study focuses on identifying the transition toward sustainable and shared consumption models and its impact on consumer behavior. This shift is further supported by the increasing role of digital platforms in enhancing consumer accessibility and streamlining rental transactions. A mixed-methods research design was employed to gain a holistic understanding of consumer perceptions of rental clothing service apps. Various socio-economic variables, such as income level and education level, were examined to measure cultural differences. By considering economic access, the research provides a detailed understanding of adoption dynamics. A geographically dispersed sample of 350 respondents was used in this research. Different demographic profiles, adoption rates, and regression modeling were applied to analyze predictors of adoption. The research findings contribute valuable insights for society, marketers, and policymakers regarding the adoption dynamics of the rental apparel market, providing perspectives at the crossroads of fashion, sustainability, and consumer culture. Additionally, this study highlights the increasing role of online rental platforms in facilitating access to rental apparel, particularly as digital marketplaces provide a convenient and cost-effective alternative to traditional fashion consumption.
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