Abstract
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 language | English |
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Publication status | Published - Jul 2023 |
Event | 2023 Global Marketing Conference - Lotte Hotel Seoul & Yonsei University, Seoul, Korea, Republic of Duration: 20 Jul 2023 → 23 Jul 2023 |
Conference
Conference | 2023 Global Marketing Conference |
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Abbreviated title | GMC2023 |
Country/Territory | Korea, Republic of |
City | Seoul |
Period | 20/07/23 → 23/07/23 |