Investigating Consumption Motivations for Fashion Rentals among Generation Z Consumers in China

Man Lok Lam, Fenfang Qiu

Research output: Unpublished conference presentation (presented paper, abstract, poster)Conference presentation (not published in journal/proceeding/book)Academic researchpeer-review


Over the past decade, the global apparel industry has witnessed an exponential growth of rental business. As consumers are increasingly aware of the environmental impact of over-consumption and garment waste, there is a new demand for apparel rental service as it helps reduce discarded garments to the landfill while satisfy consumers’ fashion needs This study examines the motivational factors that influence Generation Z consumers' attitudes and purchase intentions towards fashion rentals in China. Based on the theory of reasoned action, a survey was conducted with Generation Z consumers in mainland China. The findings suggested that economic benefits, ego defence, fashion orientation, experience value and sustainable value affect Chinese youngsters’ purchase intention to rent fashion-clothing. This empirical study contributes to a better understanding of the changing consumption attitudes and patterns of Generation Z consumers in China.
Original languageEnglish
Publication statusPublished - Jul 2023
Event2023 Global Marketing Conference - Lotte Hotel Seoul & Yonsei University, Seoul, Korea, Republic of
Duration: 20 Jul 202323 Jul 2023


Conference2023 Global Marketing Conference
Abbreviated titleGMC2023
Country/TerritoryKorea, Republic of


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