Innovation to intention: Drivers of fashion rental platform adoption in the circular economy

Abstract

Purpose: In the circular economy era, where fashion rental platforms are crucial for promoting sustainable consumption, this research contributes by identifying the primary factors influencing consumer behaviour. Specifically, we investigate how sustainable fashion drivers and attitudes towards technology influence consumers’ intention to use fashion rental platforms.

Design/methodology/approach: The conceptual model focuses on how fashion innovation (FI) and the perception of the sharing and circular economy (PSCE) affect task–service fit (TSF), enjoyment (ENJ) and the intention to use the platform. A survey and partial least squares structural equation modeling were employed to test the proposed hypotheses. Data from 192 participants with an academic background in fashion were empirically analysed.

Findings/results: The results indicate that both FI and the PSCE have a significant and positive impact on TSF and ENJ, which in turn significantly influences platform use intention. This finding underscores the importance of sustainable fashion concepts as key drivers of consumer attitudes and behaviour within this emerging platform and service model.

Practical implications: This study provides strategic insights that can empower fashion rental platforms. By emphasising innovative design and environmental values, platforms can attract and retain consumers interested in FI and the circular economy.

Originality/value: This study expands the understanding of consumer behaviour on fashion rental platforms by highlighting the key role of FI and the PSCE in influencing user intentions. By integrating these innovative constructs, the study provides new insights and empirical support for developing the fashion rental industry.