The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women

Fashion consumption has continually increased in recent decades, leading to severe environmental problems. Apparel renting provides an opportunity foster sustainable fashion consumption. However, rentals are rarely used. Previous research identified participation drivers but neglected the potential influence of consumer preferences which were found be essential decision-making shopping. Therefore, this study extends previous by investigating role fundamental and existing intrinsic extrinsic motivations renting. Structural equation modeling was used examine effects preferences, i.e., quality, brand, novelty preference, perceived economic sustainability benefits on intentions a B2C context. The final dataset included 327 Generation Y Z women Germany. results indicate that relates positively quality preference. Brand preference did not display significant effect. Furthermore, relate renting, indicating financial encourage commercial might crowd out gains. Recommendations provided make more attractive consumers.