THE IMPACT OF SOCIAL AND PERSONAL MOTIVES ON CONSUMERS' ATTITUDES TOWARD FASHION RENTING ADOPTION: EVIDENCE FROM GENERATION Z IN COLOMBO DISTRICT, SRI LANKA

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