Abstract:
1. Introduction
Access-based consumption allows customers temporary access to things in
exchange for a price, but the service provider retains legal ownership. As
one form of access-based consumption, fashion renting is becoming
popular but is less adopted by consumers in Sri Lanka. Therefore, this
study examines the impact of social and personal motives on consumers’
attitudes toward fashion renting adoption among Generation Z in the
Colombo district, Sri Lanka. This study connects consumer self-interest
with access-based consumption in the fashion industry, creating benefits
for consumers, businesses, and society.
2. Research Methodology
The underpinning theory behind this study is the Theory of Planned
Behaviour. This study used a deductive approach and survey research
strategy to investigate consumers’ attitudes toward fashion renting
adoption. A self-administered structured questionnaire was distributed
among 384 Gen Z consumers living in the Colombo district who know
about fashion renting services, employing a purposive sampling method.
Multiple regression analysis was used for the study
3. Findings and Discussion
The findings indicated that subjective norms, perceived behavioral control,
sustainable orientation, and fashion renting benefits significantly influence
consumers' attitudes toward adopting fashion renting among Gen Z in the
Colombo district. These results confirmed the findings of previous studies,
highlighting the importance of social and personal motives for adopting
fashion renting services.
4. Conclusion and Implications
Findings can support the government in promoting access-based
consumption to reduce the adverse impact on the environment from the
fashion industry. Moreover, this study contributes to the existing literature
by discovering the impact of social and personal motives on consumers’
attitudes toward fashion renting adoption from a developing country
perspective. Besides, this study enriches the basic Theory of Planned
Behavior framework by adding two variables to understand the fashion
rental phenomenon precisely
